Asked to Draw Ketchup, People Around the World Drew Heinz

It’s good to be the market leader, where your product is all but synonymous with the category. That brand strength is brought to life in a playful way in a new campaign from Kraft Heinz Canada, which asked people around the world to draw ketchup—and a majority of them drew Heinz.

The experiment was conducted across five continents, and none of the participants were told of Heinz’s involvement. Heinz says “most” of the subjects drew a bright red bottle with Heinz from memory. Others sketched the keystone label, a tomato hanging from a vine, or the number 57 on the neck of a glass bottle.

Check out the experiment, created by the agency Rethink, here:

Now through Jan. 31, Canadians can visit drawketchup.ca to submit their own ketchup artwork. The best 250 drawings will win a custom box and bottle with their drawing on the label. 

“We wanted to uncover that instinctual and intuitive association consumers have between ketchup and Heinz,” says Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “We learned that when people think ketchup, they think and visualize Heinz—everything from our deep red color and distinctive name to the keystone label and, of course, our iconic glass bottle.”

Rethink and Heinz Ketchup have done plenty of buzzy, lighthearted work together—including making a 570-piece jigsaw puzzle last year that certainly kept people busy for a while.

CREDITS

Title: Heinz Draw Ketchup 
Client: Kraft Heinz 
CCO: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director, Head of Art: Joel Holtby 
Art Director, Associate Creative Director: Zachary Bautista
Writer: Geoff Baillie
Designer: Jaclyn McConnell
Strategist: Sean McDonald, Julian Morgan  
Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Production Co.: R+D Productions
Director: Agency 
DoP: AA Scott McClellan
Editor: Stephen Parker
Color / Online: Emmett Maloney
Account Services: 
Group Account Director – Amy Greenspoon
Account Director – Kai de Bruyn Kops
Account Manager – Allie Kennedy
Audio House: Vapor Music
Audio Engineer: Art Mullin
Date of First Appearance: Jan 21, 2021

Client: 
Nina Patel – Head of Brand Build Communications & Innovation
Daniel Gotlib – Associate Director, Brand Building & Innovation – Taste Elevation
Chanel Simpson – Senior Brand Manager Brand Building & Innovation
Keeyan Arvandi – Senior Associate Brand Manager

PR Agency – The Colony Project
Media Agency – CARAT
Community Management – SALT