Heinz Ketchup & Seemingly Ranch

Agency: Rethink
Client: Kraft Heinz

In September 2023, a humiliating albeit rare failure by Heinz, was raised from the dead - thanks to the social power of Taylor Swift’s army of Swifties.

An experimental dip combining ketchup and ranch dressing - Kranch - had flopped hard, resulting in the fastest sales decline in the brand’s history. But that all changed 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’.