Grow Your
Own ketchup
2023 AdvertisingHeinz
Role
Concept, Art Direction
Instructor
Ryan Paulson
Heinz asked how to become the irresistible brand of choice for gamers to pause, relax, and recharge during the universal gaming moments they share, in the 2023 D&AD brief.
Insight
Gamers like to take a break with a win—it's the perfect time to make Heinz irresistible. They prefer not to pause playing unless they feel a real sense of achievement, like leveling up or winning a game.
Idea
Heinz will build a virtual Heinz farm in Minecraft. Gamers can grow their own tomatoes in Minecraft, and turn them in for rewards offline: a win, and a break.