Print Campaign: "The Main Course"
Objective: Heinz ketchup issued a creative brief requesting that condiments be thought of as the star of the show, instead of just what goes on the side.
Concept: Ketchup, the afterthought. It's not until you're already enjoying your food that you think: "this could use something." Sullenly, ketchup enters the scene. The Main Course reverses this cycle by placing Heinz ketchup in the spotlight outright. In this narrative, Heinz is the main event, center-frame and prominently plated among its supporting cast of foods.