Hi—I'm Guillaume, an Executive Creative Director from Paris based in Amsterdam. Until astrotourism becomes a financially realizable endeavor, I’m busy realizing transformative ideas, back here on Earth.

Client
Heinz

Agency
GUT Amsterdam

Role
Executive Creative Director

How to sneak ketchup into mayo territory?

Context In the Netherlands, ketchup isn’t the default topping. It’s mayonnaise. (Order fries, say nothing, and mayo will show up without question.) Despite Heinz Ketchup’s global fame, the Dutch market has historically been cold to it. A 2023 study confirmed it: ketchup lagged far behind mayonnaise, which was the default topping in 7 out of 9 eating occasions.

Mission To spark irrational love for ketchup when Dutch hearts already belong elsewhere.

Idea If we can't change Dutchies to love ketchup, we can change ketchup into something they already love. Yes, we changed our own product. Introducing Hagelchup: ketchup you can sprinkle. Same iconic Heinz Ketchup taste, reimagined in the form of Dutch-style hagelslag, made the original way at the historic factory that's been producing Hagelslag since 1875; only this time with the taste of ketchup.

Above Case Study for Hagelchup.

The most Dutch ketchup

Yes we changed our product, and created Hagelchup: the most Dutch ketchup we’ve ever mad, mirroring the ritual and feel of a beloved national obsession.

30 tons

We produced thirty tons of Hagelchup, made the traditional way at the historic hagelslag factory founded in 1875. The product matched the shape, size, and feel of real hagelslag—only this time, with the iconic Heinz ketchup taste.

Above We produced 30 tons of it, in the original factory that's been making hagelslag since 1875.

Above We launched Hagelchup on the weekend of 6–7 September 2024, straight into Dutch snackbars, including Amsterdam’s iconic Heertje Friet. These locations served as the first distribution points and cultural battlegrounds, positioning Hagelchup where mayo had long ruled supreme.

We launched Hagelchup straight into traditional snackbars: the true heart of Dutch snack culture.

"Lekker"

With 89.9% of Dutchies declaring it "lekker"; high praise in a country known for its honesty.

The launch of Hagelchup generated 17.3 million earned impressions: essentially the entire Dutch population. But Hagelchup wasn’t just a moment—it reignited a relationship. Indeed, it reconnected Dutch consumers with regular Heinz Tomato Ketchup, driving monthly consumption up by +58,545 kg immediately after launch and by +111,605 kg six months later. In parallel, market share grew by +3.1% after one month and sustained at +5.9% after six—proving that when you fit the culture, business follows.

Awards & Press

Eurobest 2025
GOLD (Brand Experience & Activation)

Cannes Lions 2025
BRONZE (Brand Experience & Activation)
1X SHORTLIST (Creative Strategy)
1X SHORTLIST (Direct)
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Adage
Heinz made ketchup sprinkles, the most Dutch gag product ever

Little Black Book
GUT Amsterdam and Heinz Have Created ‘The Most Dutch Ketchup Ever Made’

Foodinspiration
Heinz lanceert Hagelchup: hagelslag met de smaak van tomatenketchup’

Adlatina
Preestreno: Gut anima a Heinz a reinventarse por primera vez

LINDA
Heinz launches the most Dutch ketchup ever: Hagelchup

FOOD&WINE
Heinz Made Some Limited-Edition 'Ketchup Sprinkles' — but It's Not What It Seems

Since 2023, I've been working at GUT Amsterdam.

Current

2023 → Creative Director
@ GUT Amsterdam

Past

2021 → Creative Director
@ 72andSunny Amsterdam
2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Don't Drink Hertog Jan
→ Cannes Lions 2024
SILVER (Direct)

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)