2025 Winner
SilverMedia Collaboration: Best Partnering
Kraft Heinz
"You Can't Unsee It"
Carat / Rethink
"You Can't Unsee It"
Carat / Rethink
Summer is Heinz’s time to shine — but it’s also one of the noisiest seasons in marketing.
Every brand is out there trying to grab attention, spark conversation, and earn a spot in culture. The agency knew they needed more than just a traditional campaign. They needed a bold move that would break through the clutter and make Heinz part of the cultural conversation. At the same time, summer also means blockbuster movie season. And last year, all eyes were on Deadpool & Wolverine — arguably the most anticipated film of the year. That’s when they saw it: Deadpool in red. Wolverine in yellow.
A red-and-yellow duo that looked like our Heinz ketchup and mustard.
So they hijacked the hype. Heinz didn’t just show up last summer. They stole the spotlight to become the unofficial stand-ins for Deadpool and Wolverine wherever they showed up in media.
The campaign was brought to life through a highly orchestrated OOH and cinema media strategy that placed Heinz side by side with official Deadpool and Wolverine content. Precision planned media placements designed to blur the lines between movie marketing and brand messaging. Every placement was chosen to feel like part of the Deadpool world rather than a campaign running beside it. The simple visual pairing of Heinz ketchup and mustard, with no superhero references, allowed fans to draw the connection themselves. Coordinating timing across media platforms, especially ensuring adjacency to film placements, required careful negotiation and tight execution. Dynamic media sequencing was key in making the campaign appear spontaneous yet seamless.
This campaign marked a breakthrough for Heinz — not in the creative itself, but in how and where it showed up. It was the media placement that stole the spotlight. By strategically inserting the brand into high-profile entertainment environments, Heinz leveraged a cultural moment, never been seen before by any other brand.
What made it truly innovative wasn’t loud or flashy creative. It was the precision of the media strategy. The placements behaved like a blockbuster film, allowing Heinz to blend seamlessly into entertainment spaces without parody or direct reference. This wasn’t just a media placement for reach or repetition — it was media as cultural infiltration.
By occupying the same physical and visual real estate as major movie releases, Heinz redefined how everyday brands can participate in entertainment-led media ecosystems — without needing a formal invitation. The media did the heavy lifting, turning traditional product advertising into a moment of cultural mischief and consumer engagement.
Every brand is out there trying to grab attention, spark conversation, and earn a spot in culture. The agency knew they needed more than just a traditional campaign. They needed a bold move that would break through the clutter and make Heinz part of the cultural conversation. At the same time, summer also means blockbuster movie season. And last year, all eyes were on Deadpool & Wolverine — arguably the most anticipated film of the year. That’s when they saw it: Deadpool in red. Wolverine in yellow.
A red-and-yellow duo that looked like our Heinz ketchup and mustard.
So they hijacked the hype. Heinz didn’t just show up last summer. They stole the spotlight to become the unofficial stand-ins for Deadpool and Wolverine wherever they showed up in media.
The campaign was brought to life through a highly orchestrated OOH and cinema media strategy that placed Heinz side by side with official Deadpool and Wolverine content. Precision planned media placements designed to blur the lines between movie marketing and brand messaging. Every placement was chosen to feel like part of the Deadpool world rather than a campaign running beside it. The simple visual pairing of Heinz ketchup and mustard, with no superhero references, allowed fans to draw the connection themselves. Coordinating timing across media platforms, especially ensuring adjacency to film placements, required careful negotiation and tight execution. Dynamic media sequencing was key in making the campaign appear spontaneous yet seamless.
This campaign marked a breakthrough for Heinz — not in the creative itself, but in how and where it showed up. It was the media placement that stole the spotlight. By strategically inserting the brand into high-profile entertainment environments, Heinz leveraged a cultural moment, never been seen before by any other brand.
What made it truly innovative wasn’t loud or flashy creative. It was the precision of the media strategy. The placements behaved like a blockbuster film, allowing Heinz to blend seamlessly into entertainment spaces without parody or direct reference. This wasn’t just a media placement for reach or repetition — it was media as cultural infiltration.
By occupying the same physical and visual real estate as major movie releases, Heinz redefined how everyday brands can participate in entertainment-led media ecosystems — without needing a formal invitation. The media did the heavy lifting, turning traditional product advertising into a moment of cultural mischief and consumer engagement.
Credits
Carat CanadaSVP Client Leadership: Karen Hrstic
Account Director: Marlee Camacho
Manager, Planning: Taha Hameedi
Senior Planner: Isabella Oliveros
Planner: Robby Sawicki
Account Manager, OOH: Abhishek Mehta
Senior Account Executive, OOH: Atakan Demir
Manager, Buying: Neander Martins
Rethink
CCO: Aaron Starkman, Mike Dubrick, Daniel Lobatón
CSO: Sean McDonald
ECD: Xavier Blais, Tara Lawall
Creative Director: Zachary Bautista, Geoff Baillie
Writer: Geoff Baillie
Art Director: Zachary Bautista, Rachel LeBlanc, Ryan Cookish, Dan Cantelon
Strategist: Julian Morgan, Emma Bayfield
Director of Broadcast: Shelby Spigelman
Director of Integrated Content - Digi/Post: Todd Harrison
Director of Integrated Production: AJ Merrick
Senior Integrated Producer: Kyle Hicks, Kelsey Irvine, Kate A. Spencer, Meg Norton, Venus Pun
Production Coordinator: Keegan Shay
Senior Broadcast Producer: Alex Butt
Studio Manager: Todd Bennett, Jonathan Cesar
Studio Artist: Patrick Kennedy, Kostas Loukopoulos
Post Production Supervisor: Shannon Ing
Editor: Thais Maranho, Leigh O'Neill, Nick Greaves, Ignacio Florez, Tyler Erdelac
Group Business Lead: Adam Ball
Group Account Director: Kai de Bruyn Kops
Account Director: David Greisman
Account Supervisor: Rachel Cloth
Account Manager: Olivia Yang, Bhumika Baweja
Kraft Heinz
Head of Brand Communications and Creativity: Brian Neumann
Sr Associate Brand Manager, Heinz Canada: Navjit Dhillon
Director, North American Brand PR: Jenna Thornton
Sr Manager, Media: Molly Kelsey
Senior Brand Manager, Global Heinz Brand Comms & Creativity: Jacqueline Chao
Head of Global Heinz Communications: Megan Lang