Project

Client

About

Penalty Packets

Heinz

2026 was the summer of soccer, and Heinz asked us to help them show up in an unexpected way. With everyone talking about red and yellow cards—whether they were deserved or not—we saw our way in. Meet Penalty Packets: the first-ever sauce packets that let fans call foul on no flavor. People loved them, people talked about them, and people ate them up. Literally.

Screenshot+2026-07-09+at+10.16.25%E2%80%AFAM.png

Screenshot+2026-07-09+at+10.16.10%E2%80%AFAM.png

Screenshot 2026-07-09 at 10.15.54 AM.png

Screenshot+2026-07-09+at+10.15.37%E2%80%AFAM.png

Screenshot+2026-07-09+at+10.20.27%E2%80%AFAM.png

Screenshot+2026-07-09+at+10.20.41%E2%80%AFAM.png

Screenshot+2026-07-09+at+10.21.17%E2%80%AFAM.png

Screenshot+2026-07-09+at+10.21.45%E2%80%AFAM.png

Executive Creative Director: Simon Au
Group Creative Director: Daniel Szczepanek
Creative Director : Andrew Bernardi
Associate Creative Director: Raine Calucag
Senior Copywriter: Matthew Payne
Art Director: Amun Chaudhary