Insight:

Mamma Mia, missing the football World Cup twice in a row for four-time champion Italy is more painful than seeing pineapple on pizza! Imagine all that trademark Italian passion going to waste during one of the biggest sporting events in 2022. Not on our watch.

Idea:

Curtice Brothers Ketchup, made with 100% Italian tomatoes, launched a limited edition ketchup box to help Italian fans enjoy the World Cup. The idea was simple: The flag of the qualifying nation of Mexico looks almost identical as Italy’s flag, just with a coat of arms in the middle. With every box of limited-edition ketchup, a free iron-on patch of Mexico’s coat of arms was included. Fans could easily attach it to their flags, turning them into flags of Mexico.

Results:

During the campaign, we gave away over 5,000 patches and had a 14% increase in sales. Italian fans shared their support for Mexico’s national team on social media, waving their remade flags during matches. We created a friendship between Italians and Mexicans like no politician ever could. Football unites people, but we’ve proved so can ketchup.