Heinz Draw Ketchup – A campaign to re-ignite an emotional connection with Heinz

Heinz Draw Ketchup – Heinz was starting to see brand affinity scores decline as competitors stole share. The objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty.

The truth is, Heinz is ketchup. Rethink needed to find a way to prove this. To uncover this implicit association, it conducted a social experiment ‘Heinz Draw Ketchup’ with participants from 18 countries, anonymously asking a group of people to draw ketchup simply. The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
 

 
Heinz has taken the best (or in some cases the worst) drawings and featured them in a new video that’s circulating online. Those labels will also be featured on a limited-release run of Heinz bottles and on digital billboards.
 

 
“Consumers love the unmistakable taste of Heinz, and people around the world give credit to Heinz Ketchup as the original and only option out there,” says Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “We wanted to uncover that instinctual and intuitive association consumers have between ketchup and Heinz. When we anonymously asked consumers to draw ketchup, we learned that when people think ketchup, they think and visualise Heinz – everything from our deep red colour and unique name to the keystone label and, of course, our iconic glass bottle.”

Credits
Agency: Rethink
Campaign: Heinz Draw Ketchup
Client: Kraft Heinz, Canada
Product: Heinz Ketchup
Production: R+D Productions / Toronto
Tags: The Kraft Heinz Company, Heinz Tomato Ketchup, Digital Billboards, Artwork, Best Experiential Campaign