Kraft Heinz Smack for Heinz Case Study 2024

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This case study video created by Rethink for Kraft Heinz explores the cultural phenomenon of anti-ketchup restaurants and how people traditionally dispense Heinz ketchup by smacking the bottom of the glass bottle. The video cuts together user-generated content, news broadcasts, vintage signage, and live-action segments of customers interacting with interactive out-of-home installations. Dynamic red graphic interstitial cards punctuate the narrative with bold white typography, while fast-paced editing and documentary-style footage capture public reactions and brand engagement.