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Eat Responsibly


Creative Agency: Rethink
Chief Marketing Officer: Dana Somerville
Head of Brand Build & Innovation: Nina Patel
Brand Manager: Brian Neumann
Creative Director: Mike Dubrick/Joel Holtby/Aaron Starkman/Christina Yu
Art Director: Hayley Hinkley, Joel Holtby
Writer: Jacquelyn Parent
Strategist: Julian Morgan
Broadcast Producer (in house): Alex Butt
Production Company: Fuze Reps
Photographer: Photographer: Chris Robinson
Group Account Director: Amy Greenspoon
Account Director: Kai de Bruyn Kops
Account Manager: Sarah Shiff
Client: Kraft Heinz Canada
Location: Toronto, Ontario
Project Type: Concept
Packaging Contents: Heinz Ketchup
Packaging Substrate / Materials: Glass

Despite questionable weather, this weekend was the unofficial kick-off to summer in Canada. Dubbed "May Two-four" (A two-four is a nickname for 24 beers in Canada), it's the first long-weekend where grills and restaurant patios come out of hibernation. To celebrate, Heinz released the Eat Responsibly campaign. The beer inspired creative trades the familiar lime with a french fry wedged into the bottle.

"Beer isn’t the only icon on summer patio tables." says Mike Dubrick, Partner and Creative Director at Rethink."

The campaign launched in social leading up to the long-weekend. Corona responded quickly posting on their social channel with a side-by-side "who wore it better" post - the post can be found here: https://www.instagram.com/p/BxlHKAZhq5Y/?utm_source=ig_embed

"Heinz Ketchup is a staple on patio tables during the summer because of its great taste and uncompromising quality. Beer usually gets the glory, but let’s face it, patios just wouldn't be the same without Heinz." says Nina Patel, Head of Brand Build & Innovation - Kraft Heinz Company

You can expect to see Eat Responsibly in social and potentially in bars and restaurants throughout the summer.







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