Draw Ketchup
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Press Campaigns / 2023
Heinz is an iconic brand known the world over for its slow pouring ketchup. Most people recognise the Heinz logo, the bright red bottles, and the famous ‘57’ as symbols of quality and great taste. Heinz partnered with Rethink to conduct an anonymous social experiment, in which people were asked to simply ‘draw ketchup’. Sure enough, 97% of them drew Heinz Ketchup. The drawings were then turned into a global campaign, appearing across high-impact OOH, print, social media, and in a 30-second TV spot – proving that, when people think of ketchup, they think of Heinz.
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