Kraft Heinz Smack for Heinz Case Study 2024

About

This case study from Rethink explores the cultural interaction between Kraft Heinz and its consumers, focusing on the distinct, ritualized method of dispensing product from glass bottles. The project documents the brand's approach to its legacy by integrating user-generated content, news broadcasts, and archival signage with live-action coverage of interactive out-of-home installations. Built as a documentary-style commercial, the piece utilizes dynamic red graphic interstitials and bold typography to anchor the narrative. The edit emphasizes public reactions and physical engagement with the product, employing fast-paced editing and slow motion to underscore the action. Production support was provided by Mt Vernon Entertainment, R+D Productions, and FUZE Reps, with visual effects by Wondermakr, PR by Zeno Group, and media strategy by Carat US.