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.

Tell the jury about the art direction.*150 word limit

Ketchup is one of the hardest stains to get out of clothing, so we created a special stain removal pen to ‘reverse Heinz’ when ketchup gets dropped on clothing.

The pen’s name itself is the iconic logo reversed - Znieh Pen - and this typography sits within the Heinz Keystone on the pen.

This slightly tongue in cheek idea is delivered deadly seriously with packaging that looks and feels like other Heinz products.

Paired back packaging communicates the simple promise of the pen itself. By sliding the box from the sleeve, the user also removes the ketchup red from the Heinz Keystone branding.

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.