Heinz sponsors the apostrophe. What? Think about all the restaurants that have apostrophes in their signage. In Brazil, they include The John’s Burguer, Pelota’s Sandwichs & Burgers, Y’all Burger & BBQ, Nathan’s…

As apostrophe sponsor, Heinz gets to replace those apostrophes with Heinz sachets. Now people can see clearly whether the establishment serves Heinz ketchup, before they enter.

The campaign is based on an already established behaviour. For many, the presence of Heinz is directly associated with quality and can influence their choice of where to eat. The Africa Creative idea brings this decision-making moment outside, turning a simple facade detail into a new media space – making Heinz’ presence at the restaurant immediately visible.

“Heinz established itself in Brazil by consistently delivering high-quality products since entering the market over a decade ago. Over time, this quality credential has extended to the establishments that choose Heinz to complement their menus—essentially, having Heinz on the table signals excellent food. Heinz Apostrophe was created to highlight this seal of superior quality and to celebrate our partners, who help make people’s lives more delicious every day,” stated Thiago Lopes, CMO of Kraft Heinz Brazil.

“Thousands of restaurants across the country have that apostrophe on their signage. Now, we’ve given it a delicious new purpose – to signal that you’ll find the best ketchup there. A unique verification seal,” added Rog Chaves, co-CCO of Africa Creative.

A digital film introduces the initiative and invites restaurants across the country to join, supported by multiple out-of-home formats throughout Brazil. The strategy also includes food content creators, who will react to the idea in their own formats, amplifying the conversation across social media.

Credits

Client: Kraft Heinz
Client Team: Thiago Lopes & Lariane Duarte

Agency: Africa Creative
CCO: Sergio Gordilho
Co-CCOs: Fabricio Pretto & Rogério Chaves
ACDs: Eduardo Cirilo & Rodrigo D’Angelo
Head of Art: Cleber Rodrigo
Content Lead: Victoria Freitas
CEO: Márcio Santoro
Co-COO: Heloisa Pupim
CSO: Ana Kuroki
Planning: Mari Corradi & Wes Gagliano
Data Strategy: Jamille Saba
Account Management: Ana Carolina Andrade & Beatriz Bertonha
Co-CMO: Thiago Martinez
Media: Isis Baptista
VP of Special Projects & Creative Content: Juliana Leite
Director of Special Projects: Lica de Souza
Project Manager: Lais Cattena
Creative Producers: Shari Saber, Lucia Maia, Giovanna Lima, Andrea Marques
Awards Production: Raquel Martins
Awards Production Assistant: Nadia Sobh
VP of Talents & Digital Influence: Fernando Alonso
Talents & Influencer Marketing Director: Bruna Cicolino
Producers: Jessica Oliveira, Felipe Gordilho, Andrés Nunes
VP of Production: Rodrigo Ferrari
Production Director: Taís Olhiara
Producers: Sthefany Nascimento, Bruno Souza, Felipe Lopes
Photographer: Rodrigo Pirim
Executive Producer: Edinalva da Cruz Farias
Assistants: Rodrigo Beraldo, Fabia Xavier

Film Director: Pedro Knoll
Post-Production: Caipe
Executive Production: Paulo Geraissate, Patricia Bornato, Mônica Cason
Technical Director: Gustavo Minicucci
Post-Production Coordinator: Fernando Vellosa
Assistant Post Coordinator: Hugo Ferriolli
Client Services Director: Taty Alvarenga
Finishing: Pedro Aquino
Editing: Pedro Knoll
Conform: Guilherme Vila, Matheus Becker
Motion Graphics: Raphael Enes
Photo Retouching: Lívia Rabelo
Sound Production: Recled
Music Direction: Gab Soster
Music Producer: Mike Vlcek
Sound Producer: Carlos Blau
Client Services & Coordination: Sabrina Geraissate, Iara Pertusi
Social Agency (JOTACOM): Mafe Dordetti, Gustavo Rocha, Aimê Cardoso, Marina Soares