Heinz: The Secret Ingredient

AMV BBDO approached UNIT9 director Anrick Bregman to create an interactive online game for Heinz to get mums cooking with the “only” Ketchup.

The web experience features celebrity chef Paul Rankin who creates some familiar homemade favourites – from Spaghetti Bolognese to Cottage Pie – but makes them extra special with the addition of a “Secret Ingredient,” Heinz Ketchup. Visitors to the site are invited to cook with Rankin through seamless interactive video, with daily prizes up for grabs.

The “Secret Ingredient” was teased within the media (online and offline), and ‘We are Social’ held an exclusive blogger event with Paul Rankin.

Heinz also redesigned their iconic Heinz Ketchup bottle with the new moniker “Your Secret Ingredient”.