Heinz Ketchup & Seemingly Ranch

Agency: Rethink
Client: Kraft Heinz

In September 2023, Taylor Swift’s romance with NFL player Travis Kelce took over the internet. Swifties became enthralled with every aspect of their relationship, down to the snacks Taylor ate while watching Kelce at her first NFL game. When one Twitter account shared a photo of Taylor at the game with the caption "Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!" it exploded.

Countless brands responded with reactive social posts. But we took it further. We saw the perfect opportunity to give Kranch its long overdue moment. Plus it was a chance to make Kranch resonate with a Gen-Z audience of diehard Swifties. Within 24 hours of the viral Taylor Swift post, we re-released Kranch, with a new name and label: Heinz Ketchup and Seemingly Ranch. Turning Kranch from a failure into the must-have item for the most devoted fanbase in the world, seemingly overnight.