Hagelchup

Year: 2024
Client: Heinz
Agency: GUT Amsterdam

CCO: Nacho Ferioli
CD’s: Matteo Gallinelli & Guillaume Roukhomovsky
Art Director: Ersem Ercil
Copywriter: Dyon Kaleuwee
Strategy: Bruno Steffen
Producer: Katarina Pepichova
Account: Georgie Burns, Meme Traverso

Director: Carlos Ortiz
VO: Victor Chevallier
Photography: Isabel Bronts
PR: PRSSKD / Bianca Portis

Dutch people have been obsessed with chocolate sprinkles they call hagelslag for decades. It’s one of the few things that spark some irrational love in those who are internationally recognised as an overly rational nation.

So, to make Dutch people love ketchup a little more irrationally, we did something Heinz never ever did before. We irrationally changed their product and turned it into a new Dutch household favourite called: Hagelchup. Made to be sprinkled over fries and other Dutch snacks.