Cannes Lions

Play Vegan

1984, Santiago / HEINZ / 2023

Presentation Image
Case Film
Supporting Content

Overview

Entries

Credits

Overview

Background

Most games require energy to survive.

The problem? To obtain it, you must eat meat, lots of meat…

from cute little animals.

Idea

Since 1869, Heinz Tomato Ketchup is suitable for vegans.

So, for this Veganuary 2023, we toured the most iconic games searching for the best ingredients, to create recipes that allow you to play without killing animals.

Strategy

If you are vegan, shouldn’t you be able to play as one?

Outcome

+1.5k Recipe Books downloaded

Hundreds of Gamers from all around the world playing in Vegan Mode

Thousands of animals saved

Similar Campaigns

12 items

Sauceamerica

WIEDEN+KENNEDY, New york

Sauceamerica

2024, HEINZ

(opens in a new tab)