Our presenters will share all their secrets on the award winning campaign’s objectives, strategy, challenges and how they evaluated its success. This is your chance to hear and learn what it takes to create an award winning campaign and get yourself prepared for the 2024 MEPRA Awards.
Going Viral with Ketch-Up and Down
2023 MEPRA Awards Winner
Gold – Best Consumer Goods Campaign
Gold – Best Use of Data & Insights
Gold – Best Collaborative Campaign
Silver – Best F&B Campaign
Bronze – Best Launch/ Live Event / Stunt
Submitted by
Current Global, FP7 and Heinz
About the Campaign: Going Viral with Ketch-Up and Down
“We want to go viral”…does this sound like a familiar request? Well, this campaign did just that, with zero client initiated news.
Working as a truly integrated team we conceived and produced a groundbreaking new Heinz bottle and in doing so grabbed the world’s attention with a global idea and campaign designed, delivered and led from Dubai, showcasing Heinz’s commitment to its fans around the world, cementing its place as the world’s favourite ketchup and solving a silly problem with an equally silly solution (and winning a Cannes Lion in the process).
Presented by
Peter Jacob, 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
Wednesday 31 Jul 2024 ⋅ 12:30 pm – 1:30pm (Gulf Standard Time)
Accreditation
This workshop provides 5 CPD points for CIPR account.