One packet is never enough. A red or yellow card is instantly understood. We connected the two, transforming HEINZ ketchup and mustard packets into soccer's iconic penalty cards. Simple, useful and unmistakably HEINZ.
FROM IDEA TO REALITY
Working closely with Kraft Heinz and The Kitchen, we rapidly prototyped, refined and engineered the idea for production, moving from concept to finished packaging in just 21 days.
500 limited-edition packs. One cultural moment. One unmistakably HEINZ idea.
Penalty Packets launched in time for the World Cup quarterfinals, turning an everyday piece of packaging into a highly shareable brand experience. The activation generated more than 100 million media impressions, demonstrating how iconic brands can use packaging to participate in cultural moments at exactly the right time.
