we un-bored the red aisle

Chuck Studios created a digital first campaign for Heinz Tomato Frito

the briefing


The ‘red aisle’ in the supermarket is quite boring. Many products seem similar and there is little to no brand preference. But KraftHeinz has a hidden gem: Heinz Tomato Frito. It has a unique flavour because of added onion, garlic and two hours of simmering. The task: drive sales and grow penetration.


the strategy


We positioned Heinz Tomato Frito as an ingredient to make your trusted, daily meals even tastier.


the campaign


In this digital-first campaign, we show familiar dishes and their ingredients. The online films start by showing delicious and familiar dishes like lasagna, couscous and burritos. Then we whiz back in time, showcasing the beautiful ingredients and finally revealing the key ingredient: Heinz Tomato Frito. Films, cinematographs and still photography were put to work for social media, in-store and outdoor ads. We made dozens of banners. The massive campaign was topped with digital out-of-home ads, in-store leaflets and sampling in meal boxes.

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