We seized a viral social moment to turn Kranch, one of Heinz least successful products, into the single most in-demand item for the world's most dedicated fan base: Taylor Swift fans, better known as “Swifties.” In response to Taylor’s viral moment we did the impossible: in just 24 hours we rebranded and relaunched Kranch as “Ketchup and Seemingly Ranch.” And we made it available nationally on Walmart.com, driving a massive sales increase. This real-time response to culture turned Kranch from a forgotten sauce into the latest must-have product for Swifties, the most dedicated fanbase in the world, overnight.

After launching in 2019, Kranch became one of the worst performing condiments in the Heinz portfolio. But in fall 2023, we saw an opportunity to save it. Social media and the press had become obsessed with following the new romance between Taylor Swift and NFL player, Travis Kelce. Taylor Swift’s fans (also known as “Swifties”) and sports fans alike were tracking their every move, down to what Taylor was wearing and eating at Travis’ games. When one of the most followed Taylor Swift fan accounts on Twitter shared a photo of Taylor at the game with the caption "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" it created the perfect moment to relaunch Kranch with a new name: Heinz Ketchup and Seemingly Ranch.

In 2019, Heinz launched Kranch - a ketchup-ranch mashup. Despite the world’s love for ketchup and ranch, sales suffered. The Washington Post labeled it “...the latest condiment mash-up we didn't need,” and in 2023, it became one of the worst performing sauces in the Heinz portfolio. To unlock the sales potential of this struggling sauce, we needed to reach a new audience of Gen Zs and drive cultural relevancy. Our objective was to drive an explosive earned conversation and make Kranch a sought-after sauce.

In September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became enthralled with every aspect of their relationship, down to the snacks Taylor ate while watching Kelce at her first NFL game. When one Twitter account shared a photo of Taylor at the game with the caption "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" it exploded.

Countless brands responded with reactive social posts. But we took it further.

We saw the perfect opportunity to give Kranch its long overdue moment. Plus it was a chance to make Kranch resonate with a Gen-Z audience of diehard Swifties. Within 24 hours of the viral Taylor Swift post, we re-released Kranch, with a new name and label: Heinz Ketchup and Seemingly Ranch. Turning Kranch from a failure into the must-have item for the most devoted fanbase in the world, seemingly overnight.

Our objective was to get Kranch, one of Heinz worst performing condiments, into the zeitgeist to connect with a younger audience, ignite relevancy and drive sales. We needed to create conversation, but didn’t have new news about the product. Instead, our strategy was to hijack a cultural moment to transform Kranch into a sought after sensation.

When the Taylor Swift “ketchup and seemingly ranch” Tweet took over the internet, tons of brands were trying to take advantage of this moment. But only one truly belonged in this ketchup-ranch conversation: Heinz Kranch. Most brands shared posts, we relaunched a product. We knew that 56% of Swifties – the most dedicated fanbase in popular culture – are millennial or Gen Zs, making this the perfect opportunity to reach this group. Our swift label change got the attention of Swifties everywhere and got the entire continent talking about Heinz Ketchup and Seemingly Ranch.

We started by announcing the arrival of our new sauce on social and within 48 hours, we launched a full campaign, including OOH in NYC subways and Times Square. We even got our bottles to tailgates at that week’s NY Jets vs. Chiefs game, where Taylor Swift was again in attendance. In conjunction with the launch social post, widespread media outreach kicked off to spread the word to top-tier media ranging from food and general news to celebrity and pop culture.

We continued to follow the story—literally—bringing Heinz Ketchup and Seemingly Ranch bottles straight to Chiefs games with Swift in attendance where it naturally became a tailgate staple.

When our campaign reached a fever pitch we announced that fans across the country could purchase a bottle of their own at Walmart.com.

We turned our underperforming sauce into a must have for the biggest, most dedicated fanbase in the world. Our campaign generated over 6.1B earned impressions—the highest ever for Kraft-Heinz — receiving coverage from TMZ, The Today Show, Stephen Colbert, The New York Times, The Washington Post, and CNN. Heinz was mentioned in 63% of articles covering Taylor and Travis’ relationship, and across over 2,200 placements, we received 99% positive/neutral sentiment.

Our launch post garnered an engagement rate 690% above benchmarks, countless fans made TikTok duets, others made embroidered sweaters with “Heinz Ketchup and Seemingly Ranch”.

And on Walmart.com sales rose 320%. In fact, we saw 5x the sales growth of Heinz iconic ketchup. To this day, Walmart still sells Heinz Ketchup & Seemingly Ranch nationally.