Heinz Ketchup x AFL

Elevating game day traditions with a curiosity-driven flavour revolution

Client:

Kraft Heinz

The brief

Australia’s love for pies and tomato sauce is iconic, but for many, ketchup is seen as an American import. With 67% of sauce buyers unable to tell the difference on the shelves, our challenge was to prove that Heinz Ketchup, with its thicker, richer flavour, deserves a starring role in Aussie footy rituals.

Our curious spark

How do you turn a humble condiment into a game changer? By tapping into the passion of AFL fans and reimagining Heinz as a key part of the footy experience. Our idea was to showcase Heinz’s superior taste credentials through immersive activations that invited fans to experience game day in a whole new way.
A line of colourful shapes

Why this campaign matters

In a market saturated with sameness, this campaign proves that even the most familiar products — like ketchup — can take on new meaning when curiosity leads the way.

A line of colourful shapes

Activating curiosity and creativity

Our AFL fans are some of the most passionate sports fans in the world, so we thought, why not tap into that passion to promote Heinz’s superior taste credentials. With a mix of real-limited edition bottles and digital experiences, we were able to bring the joy of Heinz ketchup to millions of Aussies.

Reframe Heinz Ketchup as an Aussie footy essential by:

Rolled out 18 unique, limited-edition bottles — one for each AFL team — each featuring bespoke in-store promotions and exclusive team merch bundles.

Designed a high-energy activation zone in the stadium with bold red branding, engaging inflatables, and a sampling area where fans enjoyed free mini pies topped with Heinz Ketchup.

Introduced the “Pass The Heinz” game, where fans could win a branded football by handballing through targets. Even those who didn’t win took home special Heinz clappers emblazoned with their team chant.
A line of colourful shapes

Our curious crew at work

Every aspect of the activation was executed with creativity and precision. From the limited-edition bottles to the on-ground sampling and interactive games, our team worked tirelessly to ensure that every fan experienced the magic of Heinz Ketchup firsthand.

Proof that curiosity pays off

Engagement

Thousands of fans sampled the superior taste of Heinz Ketchup throughout the game day.

Transformation

Heinz shifted from being perceived as just another condiment to becoming a celebrated part of the Aussie footy tradition.

Cultural impact

By challenging the norm, the campaign redefined what it means to enjoy a game day treat, earning Heinz a permanent spot in the hearts of footy fans.

Contact us

Curious? Us too.

Curious to see what bold ideas can do for your brand?

Let's chat