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JONATHANDDCRUZ@GMAIL.COM
  CREATIVE DIRECTOR  ·  ART 

Kraft Heinz
︎︎︎Heinz Ketchup Insurance

We've all been there. The spills, the splats, and the splotches on your white shirt, rug, or whatever else in within pouring proximity. Everyone knows that a ketchup catastrophe is one of the most unforgiving customer pain points for Heinz. In fact, a staggering 48% of Heinz customers have had ketchup accidents.

Inspired by 57 real incidents found on social media, we launched a real, legally-binding insurance program offering customers coverage against 57 ketchup customer-inspired accidents. 

Because if it’s worth the risk, it has to be Heinz.



Agency: FP7 McCann | Role: Concept, Associate Creative Director, Art Direction


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