This light hearted and fun campaign attempts to solve a problem that's plagued sauce lovers for years - when you put ketchup on everything, it gets on everything. Including your clothes.

Introducing Znieh Pen - a stain removal pen that reverses Heinz Ketchup stains.

Launching across large format billboards, Heinz showed they weren’t afraid to speak like Australia does by reflecting a truth - when you drop ketchup on your clothing you drop profanities too. The pen demonstrates its stain removal power by deleting the ketchup letters.

Australians use profanities on average 14 times a day* - in fact some would say our national sport is swearing.

With Heinz Ketchup considered a ‘big global brand’ that doesn’t really have relevance in this market, we had a job to do to endear Australians to our brand and product, showing them that we do actually understand their local customs and lexicon and in turn demonstrating our product is in fact for them.

Bold outdoor placements showed we weren’t afraid to speak like Australia does, reflecting a truth - when you drop ketchup on your clothing you drop profanities too.

*2023-2024 ‘Preply’ survey, sample size 1503 Australians Nationwide.

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.