Heinz Asked People To ‘Draw Ketchup,’ Then Turned the Artwork Into Custom Bottles
If asked to draw ketchup, what would you draw? That’s the question Heinz asked people all over the world in an anonymous social experiment. The result? People drew Heinz Ketchup. Now, Heinz is inviting Canadians to ‘draw ketchup’ for a chance to see their artwork come to life on the iconic Heinz Ketchup bottle.
“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 & 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 simply draw ketchup, 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. “We know our fans are extremely passionate about Heinz Ketchup, and so we are excited to give them the chance to celebrate their love for the brand by offering them an opportunity to bring their drawings to life on personalized bottles.”
The experiment was conducted with dozens of participants across five continents, none of whom knew the brand. They were told to “draw ketchup,” and most drew a bright red bottle with “Heinz” from memory. Others opted to draw details like the keystone label, a tomato hanging from a vine, or the number 57 on the neck of a glass bottle. The quality of the drawings ranged from messy doodles to finely-rendered illustrations, but the vast majority of participants had something in common: when they drew ketchup, they drew Heinz.
Those labels were featured on a limited-release run of Heinz bottles, and on digital billboards. Heinz is also inviting the general public to submit their own ketchup drawings for a chance to win a custom bottle with their label on it. Carat was behind the media for the campaign while PR was via the Colony Project.
To learn more please visit: Heinz Draw Ketchup