// 2021

Tomato First

Drive awareness by building Heinz Tomato Ketchup product superiority

Strategy

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Strategy 〰️

The Heinz formula is surrounded by skepticism.

Most people still don't believe that Heinz is made out of 6 ingredients.

Heinz got nothing to hide - from ingredients to the formula.

To break the skepticism, we can actually prove that our quality ingredients are natural and that we put Tomato first - even before the Ketchup.

Give access to the backstage to prove that HTK is made out of 6 ingredients and nothing else.

Execution

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Execution 〰️

Agency: Africa

My role: As Strategy Manager, I was responsible for crafting the strategic vision by shaping the tension, defining the insight, and briefing the creative team in partnership with strategic leadership. I led presentations and ensured alignment at every stage.