How Heinz revived ‘Kranch’ – the worst performing condiment in the brand’s portfolio [Video]

Winning The Drum Awards for Social in the Real-Time Response or Activation category was Heinz Ketchup for a campaign called Seemingly Ranch by Rethink. Here is the award-winning case study. Here is the award-winning case study.

In 2019, Heinz launched Kranch – a ketchup-ranch mashup. Despite the world’s love for ketchup and ranch, sales suffered. The Washington Post labeled it “…the latest condiment mash-up we didn’t need,” and in 2023, it became one of the worst-performing sauces in the Heinz portfolio. To unlock the sales potential of this struggling sauce, we needed to reach a new audience of Gen Zs and drive cultural relevancy. Our objective was to create a new campaign that would generate an explosive earned conversation and drive sales of Kranch.