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Kraft Heinz
Canada
2026
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Rethink
Entry Type
Product/Service
Launch Country
Canada
Program
Clio Awards 2026
Medium Type
Professional
Medium
Print
Category
Brand Publications
To combat the "commodity trap" of generic ketchups, Heinz transformed the New York Times into a visual manifesto that redefined brand recognition. By identifying a universal truth—that the shape of a fry box perfectly mirrors the Heinz keystone—the brand published unbranded, copy-free spreads that stripped away the product and logo entirely. This minimalist "Grid" execution used the structural scale of the newspaper to trigger instant cognitive recognition, proving that Heinz is so deeply woven into the global culinary language that its DNA is unmistakable even without a bottle. This high-craft strategy proved that true iconicity doesn't need to shout its name when the public already knows its shape by heart.
Executions
Japanese
Brand Publications
French
Brand Publications
Spanish
Brand Publications
Arabic
Brand Publications
English
Brand Publications
Portuguese
Brand Publications
English 2
Brand Publications
English 3
Brand Publications
Credits
Advertising Agency
Rethink
Toronto/Montreal/Vancouver
Advertiser / Brand
Kraft Heinz
Toronto
Advertising Agency
Rethink
Toronto/Montreal/Vancouver
Agency Network
Rethink
Toronto/Montreal/Vancouver/New York
Post Production Company
School Editing
Toronto
Music/Sound Company
Grayson Music
Toronto
Public Relations Agency
Zeno Group
Chicago
Media Agency
Carat
Chicago
Media Agency
Carat
Toronto
Public Relations Agency
Zeno Group
Toronto
Advertising Agency
The Kitchen
Chicago
Advertiser / Brand
Kraft Heinz
London
Media Agency
Wonderland Communications
London
Agency
The Kitchen
London
Media Agency
Carat
London
Production Company
Hogarth
London
Advertiser / Brand
Kraft Heinz
São Paulo
Advertising Agency
DAVID
São Paulo
Advertising Agency
Jotacom
São Paulo
Communications Consultancy
Loures
São Paulo
Chief Creative Officer
Aaron Starkman
Rethink
Chief Creative Officer
Mike Dubrick
Rethink
Chief Strategy Officer
Sean McDonald
Rethink
Executive Creative Director
Xavier Blais
Rethink
Group Creative Director
Zachary Bautista
Rethink
Group Creative Director
Geoff Baillie
Rethink
Creative Director / Copywriter
Jacquelyn Parent
Rethink
Creative Director / Art Director
Luiz Faria
Rethink
Creative Director
Karine Doucet
Rethink
Art Director
Loretta Lau
Rethink
Art Director
Amber Arezes
Rethink
Copywriter
Julie Day-Lebel
Rethink
Strategist
Julian Morgan
Rethink
Strategist
Emma Bayfield
Rethink
Head of Production
Laura Rioux
Rethink
Group Production Lead - Integrated
AJ Merrick
Rethink
Producer
Tricia Lapidario
Rethink
Associate Director - Integrated
Kate A. Spencer
Rethink
Group Business Lead
Adam Ball
Rethink
Group Account Director
David Greisman
Rethink
Group Account Director
Kai de Bruyn Kops
Rethink
Account Director
Emily Anzarouth
Rethink
Account Supervisor
Ashlynn Labinaz
Rethink
Photographer
Ale Burset
Studio Manager
Todd Bennett
Rethink
Studio Artist
Justin Chan
Rethink
Proofreader
Davina Haisell
Rethink
Proofreader
Marie-Hélène Lessard
Rethink
Editor
Izzy Ehrlich
School Editing
Editor
Zhenya Dolzikov
School Editing
Executive Producer
Sarah Brooks
School Editing
Editor
Stephen Parker
Rethink
Editor
Thais Viana Maranho
Rethink
Post Supervisor
Shannon Ing
Rethink
Creative Director
Mark Domitric
Grayson Music
Audio Director
Brian Bernard
Grayson Music
Music Supervisor
Rich Hamilton
Grayson Music
Producer
Nicholas Shaw
Grayson Music
Global Chief Growth Officer
Diana Frost
Kraft Heinz
Vice President, Global Heinz Brand
Nina Patel
Kraft Heinz
Head of Global Heinz Communications
Megan Lang
Kraft Heinz
Associate Director, Global Heinz Brand Communications & Creativity
Lourenço Arriaga
Kraft Heinz
Associate Director, Heinz Brand Communications
Jamie Mack
Senior Brand Manager, Heinz Brand Communications & Creativity
Keenan White
Kraft Heinz
Senior Brand Manager, Global Heinz Brand Comms & Creativity
Jacqueline Chao
Kraft Heinz
Senior Brand Manager
Jacqueline Salamack
Kraft Heinz
Director, NA External Communications & Brand PR
Jenna Thorton
Kraft Heinz
Senior Manager, NA Brand PR & Media Relations
Kate Mitchell
Kraft Heinz
Head of Inclusive Marketing
Danielle Spikener
Kraft Heinz
Senior Brand Manager, Inclusive Marketing
Dominique Robinson
Kraft Heinz
EVP, Head of Integrated Communications
Missy Maher
Zeno Group
Senior Vice President
Jamie Dammrich
Zeno Group
Vice President
Bri Shanley
Zeno Group
Senior Account Supervisor
Bethany Roth
Zeno Group
Senior Account Executive, Media Relations
Veronica Smith
Zeno Group
Account Executive
Lulu Saias
Zeno Group
VP, Planning
Sean Cooray
Carat
Associate Director, Planning
Nicole Raymond
Carat
Senior Manager, Planning
Nicole Wohlberg
Carat
Sr. Associate, Planning
Elizabeth Schuler
Carat
Associate, Planning
Madeline Frick
Carat
Group Director, Paid Social
Jourdan Daroff
Carat
Senior Manager, Paid Social
Margo Adams
Carat
Senior Associate, Paid Social
Lucia Fornaroli
Carat
Director, OOH
Gianine Hall
Carat
Manager, OOH
Ethan Beller
Carat
Associate, OOH
Yessica Manrique
Carat
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