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Heinz Canada Marks Holiday Weekend with Cheeky Nod to Corona

Creative 751 Add to collection

Rethink gives ketchup its own version of a lime wedge in a bottle

Heinz Canada Marks Holiday Weekend with Cheeky Nod to Corona
Victoria Day is a Canadian public holiday celebrated on the Monday preceding May 25th, in honour of Queen Victoria's birthday. It also marks the unofficial start of Canadian summer, and, given their brutal winters, Canadians get kinda excited by such things. 

Falling no later than May 24th, the holiday is colloquially referred to as May Two-Four in a cheeky nod to a case of 24 bottles of beer - of which there are quite a few consumed over the holiday weekend. 

Heinz Ketchup and its agency Rethink marked the day with a cheeky print ad that plays on the common sight of a bottle of Corona with a wedge of lime sticking out the top.

"Heinz Ketchup is a staple on patio tables during the summer because of its great taste and uncompromising quality," said Nina Patel, head of brand build and innovation at Kraft Heinz Company. "Beer usually gets the glory, but let’s face it, patios just wouldn't be the same without Heinz." 


Speaking to Muse, Mike Dubrick, creative director at Rethink, adds: "Beer is on everyone's mind [today], so we used that visual language to put the spotlight on Heinz. Truth is, this weekend people are hitting patios and firing up the grill. It's a perfect occasion for Heinz." 

Corona Canada responded to the ad on Instagram, telling Heinz to bring the fries - and it'll sort the limes. 

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Client

Advertiser: Kraft Heinz Canada

Chief Marketing Officer: Dana Somerville

Brand Manager: Brian Neumann

Head of Brand Build & Innovation: Nina Patel

Production Company

Production Company: Fuze Reps

Creative Agency

Creative Agency: Rethink

Creative Director: Mike Dubrick/Joel Holtby/Aaron Starkman/Christina Yu

Art Director: Hayley Hinkley, Joel Holtby

Strategist: Julian Morgan, Sean McDonald

Writer: Jacquelyn Parent

Broadcast Producer: Alex Butt

Group Account Directors: Amy Greenspoon

Account Director: Kai de Bruyn Kops

Genres: Comedy

Categories: Food, Sauces and Spreads

LBB Editorial, Tue, 21 May 2019 16:08:28 GMT