The Most Legible Label
Heinz
Issue 49 | December 2018
Agency
Africa
Creative Team
CCO: Sergio Gordilho Creative Directors: Alvin Shiguefuzi / Paulo Medeiros Carvalho Copywriter: Rafael Carvalho Art Directors: Bruno Damiao / Marco Giuseppe
Production Team
Special Projects: Monique Lopes Lima, Juliana Leite, Eliot Tosta, Juliana Newman, Isabela Levy Agency Producers: Rodrigo Ferrari, Patricia Melito, Ian Inglez Film Production: Awake Director: Rodrigo Fleury Editing: Claudio Santos, Cadu Silveira Post Production: Boson Post Sound Production: Blood Audio
Other Credits
Client Services: Paula Coelho, Luisa Vissotto, Mariana Ferreira, Barbara Sarquis, Gabriel Naccarato Media: Luiz Fernando Vieira, Francisco Custodio, William Aveiro, Douglas Oliveira, Bianca Navega Planning: Rodrigo Maroni, Aldo Pini, Caio Queiroz, Fernanda Valeria, Larissa Perroni, Wesley Gagliano, Fernanda Batistella Data Strategy: Carol Santos, Victoria Rodes, Debora Hadad Approved by: Isabella Rizzo, Thiago Rapp, Mariana Brandi
Date
April 2018
Background
In Brazil, the food industry is obliged to specify the ingredients a product contains on the back of the packaging. The problem is that usually brands put everything in minuscule letters to make it harder to read and thus hide artificial ingredients that lower end price. Heinz Ketchup is made with 100% natural ingredients and no preservatives. The goal was to convey this information to consumers in the most straightforward way possible.
Idea
Surveys indicate that consumers all over the world are increasingly more interested in knowing what’s in the products. Having this information as a starting point, this consumer insight was used to make it a habit. Heinz Ketchup 140-year-old label, the first and main touch point between customers and brand was changed, substituting it by the list of ingredients that make the product, then it was transformed into a balloon outdoor that was photographed by Engesat satellite 650km away from Earth.
Results
More than 6 million labels were printed and distributed in supermarkets all over the country, impacting more than 69 million people. The action of the most legible label increased 500% the number of interactions with the brand in social networks and provoked a change of habit in consumers. According to a survey, 60% of the people impacted by the campaign started reading the back label on products.