To launch Heinz Pickle flavoured Ketchup to an Australian audience, we sent a human pickle into La Tomatina festival in Spain - a simple and memorable visual moment to celebrate the unique flavour profile.

The campaign launched on social media with hundreds of applicants vying for the role, with one lucky winner eventually donning the custom-made Pickle costume and traveling to Spain for the festival.

An earned first idea that created film, ooh and social content from one outrageous stunt.