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Heinz Asks People To ‘Draw Ketchup’ In Social Experiment & They Don’t Disappoint

by rrollins, January 29, 2021

[Click here to view the video in this article]


Image via Newswire

Kraft Heinz Canada has teamed up with creative agency Rethink Canada to launch a campaign asking people to share drawings of ketchup for a chance to see their artwork on a custom bottle label.

The company carried out an anonymous social experiment, assigning people to “draw ketchup,” and most of them ending up recreating the Heinz bottle from memory, per the announcement.

The brand shared a short video showing its experiment on its social media platforms, along with the hashtag ‘#drawketchup’ and a link to its site where artists can submit their own drawings of ketchup through 31 January. The 250 winning artists will receive a custom box and bottle with their drawing on the label.

The labels from the experiment will be displayed on a limited run of Heinz bottles and on digital billboards. The campaign also includes additional billboard signage with the phrase, “We asked people to draw Ketchup. They drew Heinz.”

“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,” said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada.

“When we anonymously asked consumers to simply draw ketchup, we learned that when people think ketchup, they think and visualise Heinz – everything from our deep red colour and distinctive name to the keystone label and, of course, our iconic glass bottle,” he continued.


Image via Newswire

[via LBB Online, cover image via Newswire]

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