art director + designer
In the U.S., “Heinz 57” doesn’t just mean ketchup. Over time, it became a nickname for something much more lovable: mixed-breed dogs. Full of flavor, charm, and one-of-a-kind blends, these pups make up the majority of shelter dogs around the world.
Maybe it was fate. Heinz and dogs have always gone together — hotdogs, backyard barbecues, and now, shelter pups in search of a last name.
Challenged to reinforce the iconicity of Heinz in a fun, authentic, and emotionally resonant way, we created The 57 Family — a campaign that officially welcomes mixed-breed pups into the Heinz legacy.
The idea? If your dog needs a last name, it has to be Heinz.
We launched Heinz Adoption Certificates in shelters across the U.S., allowing new pet parents to give their dogs a proud last name — and a custom dog tag engraved with it. On the campaign website, anyone can register their pup as a Heinz 57 and join the largest (and cutest) family tree ever built.
To spread the bark and grow the pack, we rolled out a mix of digital and real-world treats: social content with #The57Family, playful OOH, limited-edition Heinz bottles, neighborhood posters, and pup-approved bandanas.
Because no matter the mix — if it’s special, It has to be Heinz.
Recognition:
@miamiadschool
CW: Rai Rochesso and Felipe Agra
AD: Rai Rochesso and Felipe Agra
Professor: Adriano Sato + Leandro Beraldo