The success of French’s Ketchup in Canada can be traced back to early organic support from everyday Canadians who celebrated the brand’s role in helping Leamington factories and Canadian farmers after the Heinz (competition) pulled out.
The groundswell of support has been re-ignited several times over the years with fans speaking up for the brand, and gaining attention in media and on social media channels. To show support French’s did the most Canadian thing they can think of: Say thank you to our biggest fans and give back to those in the community who have helped French’s become a favorited in Canada.
My initial concept I had in mind for this campaign was to create a giant ketchup bottle that screamed "Canadian". Instead I created a vibrant truck that was plastered with "Canadian Thank You" expressing their gratitude in different forms of expression. The goal was to captivate that this was 100% Canadian built, from the produce to the packaging. I figured showcasing some history, a touch of illustration, a hint of typography, and a clever ketchup label smacked to the back would package this ketchup food truck fusion takeover as it travels the GTA. In addition I tied the campaign with some swag designs as they handed them out at each destination.
Company: Notch
Client: French's
Creative Direction: George Querubin
Production: George Querubin
Project Type: Vehicle Car Wrap Design, Large Format Printing, Brand Design, Swag & Stationary
Client: French's
Creative Direction: George Querubin
Production: George Querubin
Project Type: Vehicle Car Wrap Design, Large Format Printing, Brand Design, Swag & Stationary
Concept designs for the truck and swag.
