These ads for Heinz Tomato Ketchup were targeted at those who were willing to invest more in food and drove consideration amongst those open to trading up from tomato sauce to Heinz Tomato Ketchup as a premium sauce. To do this the campaign broke down the barrier to liking through building associations with the Australian culture. This campaign featured the radio duo Fitzy and Wippa and drove the message 'thicker is tastier'. With the main focus on tapping into the Aussie culture and making the consumers engaged enough to go to the store and purchase Heinz Tomato Ketchup. The campaign include 2 main TVC's in 30" and 15" and a suite of content for their website and social channels.