A student campaign from Brazil has presented ‘Never Give Up’, created by the advertising school Creative Punch. The idea highlights Heinz fans’ devotion, capturing the familiar ritual of squeezing out every last drop of product.
How does the campaign visualise loyalty?
By showing crushed bottles on deep red backgrounds, the creative piece transforms a daily act into a bold cultural statement of persistence and brand love.
What inspired the concept?
The campaign draws on a simple consumer habit: making sure nothing is left inside the Heinz bottle. This everyday gesture becomes a metaphor for loyalty and the unbreakable bond between brand and fans.
Does it matter that Heinz bottles aren’t easy to crush?
Even if Heinz plastic bottles may not crush or twist easily, the campaign’s message remains clear. The focus is on persistence and devotion—values that resonate with consumers across cultures.
What makes ‘Never Give Up’ stand out?
As a student-led initiative, the campaign turns consumer behaviour into brand storytelling. It proves that impactful ideas don’t always need big budgets—just sharp insights and creative execution.
FAQs about this campaign
What is the Heinz ‘Never Give Up’ campaign?
A student campaign from Creative Punch in Brazil that uses crushed Heinz bottles to symbolize consumers’ persistence in enjoying every last drop.
Who created the campaign?
It was created by Creative Punch, an advertising school in Brazil.
What does the visual concept show?
Bottles visibly crushed on red backgrounds—conveying the effort people make to not leave anything inside.
Why is it significant for Heinz fans?
It reflects a familiar ritual: squeezing to the last drop, transforming it into a statement of loyalty.
Does the campaign work despite the packaging reality?
Yes—the metaphor stands even though Heinz plastic bottles aren’t easily crushed, emphasizing consumer devotion to the product.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
