Heinz
Footy
Ketchup

In Australia, two things rule: sport and food. But when it comes to condiments, Aussies have always had a soft spot for plain old tomato sauce. So how do you make Heinz Ketchup part of the culture?

We teamed up with the AFL to create Heinz Footy Ketchup — the perfect condiment for footy food — and launched it with the Heinz Footy Ketch-Cup, a nationwide search for Australia’s best half-time snack.

The competition brought together the two things Aussies love to yell at the TV about: footy and cooking shows. AFL star and TikTok cooking sensation Christian Petracca joined as our guest judge, with the winner taking home Grand Final tickets and the actual Ketch-Cup trophy (yep, we made it).

The campaign scored a 10% sales lift, reached 93 million people, and delivered a 77% uplift in message retention — proving that Heinz and footy really are a perfect match.