The challenge

With Deadpool & Wolverine poised to dominate the summer 2024 box office, Heinz saw an opportunity to draw a parallel between the iconic duo and their star products: ketchup and mustard. The challenge was to turn this moment into a unique branding opportunity that would stick the Heinz brand in everyone’s mind. The goal was to position Heinz as the ultimate condiment pairing, just as Deadpool and Wolverine are an inseparable duo. Creative agency Rethink helped bring this bold idea to life, making sure it resonated with consumers.

The solution

billups alongside dentsu, executed a bold OOH campaign designed to make the brand an unmissable part of the "Deadpool & Wolverine" excitement. We conducted in-depth research to identify key fan engagement zones and strategically placed Heinz ads right next to movie promotional content. This included targeted wildposting near cinemas, ads at fan hotspots, and digital displays within theaters. The approach ensured Heinz was not just seen, but experienced alongside one of the summer's biggest cultural events

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The results

The campaign made Heinz a standout presence in the crowded summer marketing landscape. By integrating the brand into high-impact areas where fans were most active, Heinz achieved a significant boost in brand visibility and cultural relevance. The strategic placements captured audience attention, turning the "Deadpool & Wolverine" release into a memorable Heinz moment, solidifying its position as a bold, culturally iconic brand.

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