HEINZ Packet Roller™️ • Social-First Creative

Don’t just tell a brand story. 
Create ways for people to experience + participate 🤝

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The context:
Early on during the pandemic, people ramped-up on takeout. This led to supply-chain issues, and an unprecedented ketchup packet shortage (really). So, to help diners with this dilemma, we invented a tool that helps them get the MOST out of every packet that they can get their hands on: The Heinz Ketchup Packet Roller™️.

The truth:
Ketchup packets are more valuable than they’ve every been.

The POV:
We must not waste a single drop of drop of Heinz ketchup.

Some may think it's the "dumbest, most unnecessary invention ever," but this little machine really got people talking. The Packet Roller™️ received over 700 earned placements, resulting in 1.12B impressions and a 99% positive sentiment– which is pretty valuable to a brand that has 100% awareness.

I love this one. It’s silly. It’s “stupid,” it’s unique to Heinz, and let people play with the brand in a new way.

I’m thankful for the tireless effort from everyone who helped us actually bring this idea to life.