Heinz's "Heinz vs. Everyone" TikTok campaign turned disappointment with off-brand ketchup into a category conversation, proving offense beats defense for category leaders.
Top PR campaigns of the 2020s — Spotify Wrapped, Liquid Death, Patagonia, Heinz Draw Ketchup, IKEA, Dove Real Beauty, and Apple Shot on iPhone. What made each work, and why the playbook is being rewritten for the answer-engine era.
Heinz in gaming — Tomato Blood, Eternal Ketchup, and the wider CPG in-game activation playbook running across Wendy's, Burger King, Chipotle, and Gucci.
