The Red Tent
2025 Advertising
Brand
Heinz
Recognition
2025 - One Show Young Ones / Bronze Pencil
Role
Account Executive
Instructor
Sungkwon Ha
Problem
Coachella, Burning Man, Lollapalooza,
and other music festivals around the world are gaining popularity.
However, the food quality at restaurants in these festivals is always the worst.
Insight
Heinz ketchup has the magic to make even bad food taste at least decent.
Using this, we aim to change the culture by encouraging people to enjoy our newly launched spicy ketchup series at breakfast.
Idea
We will set up Heinz tents at music festivals around the world, serving breakfast menus paired with Heinz spicy ketchup.
We’ll also host signature breakfast cocktail classes using ketchup, and launch cocktails tailored to different music genres to ignite the passion of the fandom.
Music festivals such as
Coachella, Burning Man, and Lollapalooza
are gaining popularity worldwide.
However, there is a big problem:
the food quality at festival restaurants is always terrible.
Meanwhile,
Heinz wanted to create a culture of enjoying its newly launched spicy ketchup series as part of breakfast.
The notoriously poor food quality at festivals
presented a great opportunity for Heinz.
After all,
Heinz can make even bad food taste at least decent.
Introducing
Heinz – The Red Tent.
We set up Heinz tents at music festivals around the world,
serving breakfast paired with our spicy ketchup.
For example:
Croque monsieur with Heinz Jalapeño Ketchup
Avocado toast with Heinz Chipotle Ketchup
Breakfast burito with Heinz Habanero Ketchup
We also host signature
morning cocktail classes using ketchup.
The new recipes created here
bring fresh energy to the festival.
Cocktails tailored to different music genres are also launched,
igniting the passion of festival fandoms even further.
It’s not easy for the younger generation
to suddenly change
their breakfast routine.
However, if the breakfast setting
is a fun and vibrant festival,
Heinz can transform the way they start their day.
