Heinz Footy Finals
A dual-retailer promotion that drove purpose, participation, and purchase during footy finals season
Client:
Kraft Heinz
The brief
Heinz wanted to make a bold play during footy finals season — a high-footfall moment in grocery retail — with more than just a sales spike. The ask? Drive real brand impact for two retail partners and connect emotionally with footy-mad shoppers by aligning with their passions and giving back to communities.
Our curious spark
Two insights fueled our strategy: Woolworths shoppers want to support struggling local sports clubs, while Metcash customers crave instant, no-fuss value during the finals. The solution: a dual-retailer national promotion that turned every Heinz purchase into a chance to score big for yourself or your community.
Why this campaign mattered
Footy finals are a cultural touchstone — but single-minded promotions can fall flat. By blending community spirit with instant gratification, we made Heinz the toast of the season, reinforcing the brand’s role as a teammate both on and off the field.
Activating curiosity and creativity
Our curious crew at work
We wove together promotional heft and community purpose. Every creative asset, in-store activation, and digital touchpoint was crafted to spark excitement, drive entries, and reinforce Heinz’s commitment to people and place.
Proof that curiosity pays off
Engagement
Thousands of entries poured in across both mechanics — fans, clubs, and feedbags alike joined the frenzy.
Community impact
Woolworths shoppers nominated hundreds of local clubs for support, generating social buzz and goodwill.
Commercial performance
Heinz SKUs outperformed expectations throughout the finals period.
Retailer feedback
Partners applauded the seamless fit, strong execution, and positive shopper sentiment.
Lessons in curiosity
By asking, “How do we bring footy finals to life in-store?” we created a promotion that delivered both heart and hustle. The result? Heinz emerged as the season’s most memorable match-day teammate.