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.
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.

Activating curiosity and creativity


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.

Lessons in curiosity
This campaign proved that questioning the status quo can lead to game-changing results. By daring to ask, “How can we make Heinz the ultimate game day essential?”, we not only redefined a beloved tradition but also showed that curiosity can turn everyday moments into extraordinary experiences.