Heinz World Cup 2018
The Nation’s Second
Favourite Squad

Heinz wanted relevance during the 2018 FIFA World Cup without ever mentioning the words, ‘FIFA’ or ‘World Cup’. So during the big mega summer football tournament we positioned Heinz as ‘The Nation’s Second Favourite Squad’, because we’ve all got a player or two in the cupboard. From this, we created a reactive campaign that played alongside the nation’s favourite squad.