Australia is a nation of tomato sauce lovers - we put it on everything, but we don’t really care for Ketchup.

In fact Heinz Ketchup is seen as a big american brand that doesn’t really understand Australians, or have any relevance in this market. So our job was to endear people to the Heinz brand and drive awareness of Heinz Ketchup by speaking to them in a way that’s deeply Australian.

Using humour and insight to cut through, we launched the Znieh Pen - a stain removal pen that reverses Heinz Ketchup stains.

The campaign has just launched, so it’s too soon to see brand tracking and awareness results.

But we are likely to see Reach of 1,415,759 or roughly 18% of the country.