Heinz: Case Study: It Has to Be Heinz - Ketchup Fraud

Jun 2024

This case study for Heinz examines the 'It Has to Be Ketchup Fraud' campaign, an initiative addressing deceptive refilling practices within the restaurant industry. The project employs a documentary style, weaving together user-generated social media clips with investigative sequences to highlight the brand's direct response to these occurrences. The edit leans into a clean, minimalist aesthetic, featuring bold white typography against stark red title cards. By combining live-action techniques with crisp graphic transitions, the campaign maintains a consistent narrative arc. Production and creative execution were led by Rethink, with additional support from WOLF CREDO Productions Co., while post-production and visual effects were handled by R+D Productions and Frame Distillery VFX.

Documentary, Horizontal, Desaturated

Slow motion

Brand Film / Corporate Video