Heinz Ketchup & Seemingly Ranch

Agency: Rethink
Client: Kraft Heinz

In a rare misstep for the condiment giant, an experimental dip combining ketchup and ranch dressing - Kranch - was an abject failure, resulting in the fastest sales decline in Heinz history.

But in September 2023, that humiliating experiment was raised from the dead in a new guise - thanks to the viral interest in Taylor Swift’s romance with NFL player Travis Kelce. 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!” Kranch was revived among a Gen-Z audience of diehard Swifties, with a new name and label: Heinz Ketchup and Seemingly Ranch.

Despite exactly $0 spent on endorsements, this campaign engaged with the world’s biggest fanbase - Swifties - resulting in a colossal 54,987% return on investment. In what must be the fastest marketing turnaround in history, it scored 6 billion earned impressions (the most in brand history) and 63% of all Taylor and Travis coverage mentioned ‘Heinz’.