Chances are, if you try to visualise tomato ketchup, you’ll immediately conjure up the image of Heinz’s flagship Ketchup. But as iconic as their brand is, it never pays to get complacent when your competitors are snapping at your heels for a market share. So Heinz wanted a memorable, stand-out campaign that proved this intuitive association between the red stuff and Heinz.
In a drive to reignite an emotional connection with Heinz and boost customer loyalty, agency Rethink Toronto conducted a creative social experiment across five continents and 18 countries. They asked people in anonymous focus groups, on international video calls and in man-on-the-street surveys to complete one simple task – ‘Draw ketchup’.
The skill of the amateur artists varied enormously, but one thing united all the drawings – they all unmistakably depicted Heinz. Most drew a bright red bottle from memory, others sketched the label showing a tomato hanging from a vine, and some even drew the No. 57 on the neck of the bottle.