Product / ServiceHEINZ KETCHUP
CategoryA02. Best Use of Magazines/Newspapers
Entrant Company:LEO BURNETT INDIA Mumbai, INDIA
Advertising Agency:LEO BURNETT INDIA Mumbai, INDIA


Name Company Position
KV Sridhar Leo Burnett National Creative Director
Amod Dani Leo Burnett Creative Director
Amod Dani Leo Burnett Copywriter
Sadanand Narvekar Leo Burnett Art Director
Ganesh Nayak Leo Burnett Art Director
Nilesh Anjarlekar Leo Burnett Art Director
Nilesh Anjarlekar Leo Burnett Illustrator
Nitesh Thattasery Leo Burnett Servicing
Vivek Duggal Leo Burnett Servicing
Ravi Baliga Leo Burnett Servicing
Shivkumar Dhale Freelance Photographer

Results and Effectiveness

The campaign was received a lot of enthusiasm from customers So simply by solving the magical maze we managed to depict the ease of using Heinz's top-down bottle. Colour with Heinz ketchup Heinz ketchup. So easy to use, it's child's play.

Creative Execution

To bring alive the product benefit we strategically placed fun to solve mazes a page before the actual Heinz Ketchup Ad in widely-read regional & national magazines. After solving the maze with a pen/ pencil and on turning the page one would see that he has created beautiful graphic illustrations made from ketchup (Dinosaur, Butterfly, Home) on food. On solving the maze one would automatically draw the illustrated character on the subsequent page, namely the Heinz ad

Insights, Strategy and the Idea

Heinz Ketchup's top-down bottle comes with a special nozzle that helps pour out ketchup with such ease that anyone can use it. To depict this very feature of the bottle we created an innovative campaign. The campaign was crafted around the idea that the 'Bottle is so easy to use it's child's play, literally'.