THE HEINZ X MCCAIN LOVE COLLAB

Client: McCain Foods Canada & Kraft Heinz Canada
CCO: Aaron Starkman
ECD: Leia Rogers / Mike Dubrick
CD / Art Director: Zach Bautista
ACD / Art Director: Grace Cho / Jake Hope
ACD / Writer: Cam Spires / Geoff Baillie
Agency: Rethink
Photographer: Clinton Hussey
Editor: Thomas McKeen, Nigel McGinn, Tyler McWade
Audio Production: Wave Productions Ltd

Valentine’s Day is the second busiest day of the year for restaurants. But it’s not so great for fries and ketchup. So we wondered if we could help the biggest brands in both categories take the spotlight on Valentine’s Day, together.

We paired up McCain fries and Heinz ketchup for the most romantic brand partnership on earth, helping them craft grand romantic gestures back and forth throughout February. It started with a series of flirty gifts, including a heart-shaped locket to keep Heinz Ketchup close, and a floatie so fries and ketchup can finally be enjoyed in a romantic bath. We made these available to fans on social, creating a frenzy as they tried to get their hands on them. The gestures escalated to OOH love notes and a fry-shaped banner flying through the air, before finally culminating in an offer so everyone could enjoy Heinz ketchup and McCain fries on Valentine’s Day.

Recognition:
2022 Cannes Lions Shortlist - Social & Influencer, Sponsorship & Brand Partnership
2022 Applied Arts Advertising Award - Advertising Other, Series
2022 ADCC Awards - Bronze, Promo Campaign
2022 Canadian Marketing Awards - Silver, Food/Beverage Engagement
2022 Epica Awards - Silver, Social Networks