2024 MEPRA Awards Gold Winner
Best Campaign in UAE
Best Financial Services Campaign
Best Consumer Goods Campaign
Submitted by
Current Global MENAT & FP7
About the Campaign
You squeeze your favourite ketchup onto the side of the plate, generously dip a french fry (or chip as some of us call them) into that delicious thick red saucy bath, aim for your mouth and then…whoops…your best white t-shirt is covered in a red splotch.
Sound familiar?
Well with 48% of Heinz customers experiencing a ketchup mishap in pursuit of a tasty treat, we wanted to reward them for their product passion and saucy spillages…introducing the world’s first ketchup insurance policy! Inspired by those messy moments, we created a legally binding insurance policy covering 57 claims, set up a dedicated website and claims hotline, and even teamed up with a rewards app to ensure every spill scenario would be covered.
Presented by
Jude Laham, Account Director at Current Global MENAT
Jude has been with Current Global since the beginning of the journey. With 7+ years of experience in the marketing industry and 21 year spent in Dubai, Jude has developed a deep understanding of the regional market.Jude graduated from the American University of Sharjah with a double degree in Public Relations and Journalism with a minor in Arabic/English Translation.
She specialises in working with MCN’s agency brand to create fully integrated communications ideas, campaigns and plans and has recently launched some of the most awarded work for brands like Heinz and Puck.
As Account Director Jude oversees the team that manages PR activity for New Balance and Global Village and is responsible for delivering on the key day-to-day account requirements and generating maximum value from communications activities.
Peter Jacob, MEPRA Strategy Board Member and Managing Director at Current Global MENAT
Located in Dubai since 2016, Pete has over 25 years’ experience across the communications mix and has spent his career leading, co-ordinating and executing international campaigns for large organizations in the private and public sectors across the Middle East, Europe, UK and Africa. He specialises in driving strategic multi-channel campaigns, often involving the buy-in of multiple diverse stakeholders, to generate impactful results, developing audience-driven messaging, brought to life through an integrated communications approach, across internal and external channels.
Pete is the senior client lead on a range of multi-market and integrated programmes and also serves as one of Current’s senior facilitators. He has worked with the likes of First Abu Dhabi Bank (FAB), Dubai Holding Entertainment, Five Guys, Mastercard, IBM, Celgene, GM, Jumeirah Group, FIFA, GSK, Johnson & Johnson, Nespresso, SABIC and Aramco.
Specific areas of expertise include narrative, messaging and storytelling development, media and presentation training as well as creative and campaign ideas development. Pete previously led new business across EMEA for Weber Shandwick based in London, also helping establish the B2B practice. He started his career at technology agency, LEWIS PR, before joining Brands2Life. Prior to Weber Shandwick he headed up sales and marketing efforts across 11 EMEA markets at Text 100.
Location
This is a virtual session hosted on Zoom
Date & Timings
Feb 5, 2025 12:30pm – 1:30pm GST