Hunt’s Best Ever Ketchup
We designed side-by-side product tests. And then put Hunt’s Best Ever in the hands of the most brutally honest bunch ever–the youngest taste buds and the future of ketchup consuming.
The Mission: To lay it on thick with side-by-side product tests against the leading ketchup brand. For this to work, we’d have to; be competitive, be insightful and create dissonance with ownable and interesting creative.
We used the efficacy of Hunt’s Best Ever to tell the product story.
Challenges
Go head-to-head with the most iconic Ketchup since the beginning of condiments.
We knew a few things based on our testing with Research & Development. Hunt’s Best Ever is 100% Natural, no HFCS, thicker, and we thought richer than the leading ketchup.
Oh, and I got to rebrand the most iconic brand in your cupboard.
Then we put it to the test with these little monsters.
We then conducted our taste tests to see if Hunt’s Best Ever would stand up to the smallest critics of ketchup.
Then we put them to the test with a spelling bee.
Then tested the thickness with a little arts and crafts.
That ultimately helped us get some great content.
No matter how you put it, we layed it on thick.
AGENCY
Jacobson Rost
MY ROLE
ACD / Art Direction
CREDITS
CD: Tom Gorton
ACD Writer: Will Wilson
AD: Luca Pontarelli
AD: Adrain Mui
Producer: Jason Passaniti