Too True Crime

At the height of Taylor Swift and Travis Kelce obsession, a photo of Taylor Swift "eating a piece of chicken with ketchup and seemingly ranch" at a Chiefs game was going viral. In 24 hours, we relaunched Kranch as Ketchup and Seemingly Ranch. Within days, OOH was live in New York City and bottles were available at Travis Kelce's next NFL game. The limited edition bottle sold out in minutes. Then Walmart called, turning our limited-edition bottles into a permanent item nationwide.

Heinz Ketchup & Seemingly Ranch had amassed 4.7B impressions (the most in brand history), earned $160M+ in earned media, and been covered in 38 countries by every major media outlet including CNN, FOX, TMZ, USA Today, CBS, Billboard, NPR, NYTimes, Forbes, Fast Company, and late night TV. Spending $0 on partnerships, Heinz was central to the Taylor and Travis conversation-turning Kranch from a failure into a phenomenon.