Goodbye freezer-burned burger patties. So long artificial hot dogs. Who says ketchup only has to go with greasy foods? Because Hellmann’s ketchup is made with natural ingredients, it deserves way better than chicken nuggets. As lead creative director, I wanted this campaign to show a whole new side of ketchup using unexpected recipes.
The “Twitter Food Emoji Challenge” asked fans to tweet us a food emoji. We turned it into a revolutionary recipe using Hellmann’s Ketchup.
In stores, we cleverly placed sample packs with unexpected food pairings. The back of the card also included a delicious recipe.