In a sea of NPD in the supermarket aisle it takes a lot to cut through and stand out. We were tasked with launching the new Pickle Flavour variant of Heinz Ketchup to a fickle and fad driven Gen-Z audience.

To launch Pickle Flavoured Ketchup in a memorable and unmissable way we sent a human pickle into the world’s largest tomato festival – la Tomatina in Spain.

With hundreds of applicants vying for the role of the Human pickle we eventually selected our hero, who happily donned the custom made pickle costume only to be pelted with 150 tonnes of tomatoes. For a flavour combination this epic, It has to be Heinz.