Campaigns of the Week

Heinz × Smoothie King — “Is Ketchup a Smoothie?”

What it is: Heinz has teamed up with Smoothie King to create a limited-edition Tomato Ketchup Smoothie, blending its Simply Ketchup with açai sorbet, berries, and apple juice. Available in select U.S. stores since August 6, the drink riffs on a long-running internet joke about tomatoes being fruit.
Why we like it: It turns a piece of online trivia into a physical product people can photograph, taste, and debate. The absurdity generates instant earned media, while the ingredient mix taps into clean-label positioning.

Calvin Klein (for Plastic Change) — “Are You Packing Microplastics?”

What it is: Danish NGO Plastic Change, via agencies Worth Your While and Glue Society, has created a bold print and billboard spoof in the style of Calvin Klein underwear ads. The visuals feature shirtless male models, but with tighty-whities bulges replaced by PET plastic bottles, calling out microplastics in male reproductive tissue.

Why we like it: It flips high-fashion minimalism into satirical storytelling with an urgent message. By subverting a cultural advertising staple, it interrupts expectations and forces a male-dominated audience at the plastics summit to squirm—and notice. Sharp, provocative, and impossible to ignore.

Columbia Sportswear — “Engineered for Whatever”

What it is: Columbia’s first global brand platform in a decade swaps idyllic outdoor shots for chaotic, unpredictable nature — from snowball avalanches to crocodile encounters — to prove its gear is built to handle extremes.
Why we like it: The shift away from traditional outdoor ad tropes makes the brand stand out in a category dominated by picture-perfect landscapes. The humor and grit give Columbia a more distinctive voice without losing product credibility.

Levi’s — “The Denim Cowboy” ft. Beyoncé

What it is: The closing chapter in Levi’s REIIMAGINE campaign features Beyoncé in a Western-inspired music-video-style spot, combining denim heritage with high-production choreography.
Why we like it: Sustaining a campaign narrative over multiple releases is rare for fashion brands. This finale keeps the creative energy high while aligning Levi’s with global pop culture at a moment when her influence is at its peak.

Tourism Australia — “Come and Say G’day” (New Chapter)

What it is: The tourism board extends its playful brand platform with new celebrity-led spots tailored to different markets — Robert Irwin for U.S. audiences, Nigella Lawson for the UK.
Why we like it: Instead of a single global ad, Tourism Australia adapts tone and talent to suit each region, making the spend work harder while keeping creative locally relevant.

Currys — “Mind the Grab”

What it is: Currys, alongside Westminster Council, the Met Police, and Crimestoppers, has installed bold purple pavement markings on London’s Oxford Street to deter phone theft in high-risk areas.
Why we like it: A low-cost but high-visibility idea that directly addresses a local issue. The combination of clever design and official backing increases the likelihood of behavioral change.

Walkers — “Jheeeze and Onion”

What it is: Walkers reimagines Budweiser’s 90s “Whassup?” ad for a modern audience, swapping beer calls for crisp chat to promote its cheese & onion flavor.
Why we like it: Nostalgia campaigns are common, but this one retools a cultural reference with a tone and language that resonate with Gen Z. It bridges generations while keeping the humor intact.

Greggs × KFC — “Gravy Meets Pastry”

What it is: A short-run delivery collaboration featuring Greggs sausage rolls paired with KFC gravy, available via Uber Eats in four UK cities.
Why we like it: Two mainstream brands combining forces creates instant PR value. The scarcity of the drop adds urgency, and the pairing is quirky enough to dominate social feeds.