#MakingArtWithHeinz
Heinz
Issue 55 | June 2020
Agency
Africa
Creative Team
Chief Creative Offcer Sergio Gordilho Executive Creative Director Matias Menendez Associate Creative Director Alexandre Giampaoli Creatives Bruno Reis, Joao Corazza
Other Credits
Account Team Carolina Boccia, Ana Carolina Santos, Barbara Sarquis, Leticia Fiaschi, Elias Gait Digital Strategy Carol Patrocinio Media Rodrigo Famelli, Tony Arbex, Bruno Simoes, Silvio Serpico, Gabriel Codina Planning Aldo Pini, Mariana Muller Community Manager Carolina Camila dos Santos Client Approval Cecilia Alexandre, Raquel Buono, Zeina Bakri
Date
May 2020
Background
Heinz Brazil found a way to help its followers during quarantine days by entertaining and encouraging them to stay home.
Idea
To give people a bit of fun while distancing from each other, Heinz took advantage of a recognisable behaviour on Instagram – filling out blank silhouettes and sharing them. They posted blank burger templates and asked people to create their dream burger. When done, people posted it on their own profile page and tagged @Heinz_BR.
Results
The most creative designs were picked by chefs from the best burger places partnered with Heinz, who then turned them into real sandwiches. The authors of the selected burgers received their creations at home, with a side of the world's No. 1 ketchup.
Our Thoughts
Kantar research in late March showed that people did not want brands to stop advertising. Anything that conveyed some sense of normality was welcome. But they wanted brands to be reassuring and to help them. Which is exactly what this campaign does. It doesn’t exploit the situation, it recognises it.