Heinz Ketchup

When a brand has been bottled up for over 150 years, sometimes the best way to make it relevant to a whole new generation is by allowing it to speak for itself.

Building a relationship with the brand

While Heinz Ketchup was well-established in the US, the brand was at different life stages and at parity with similar brands in markets around the world. The campaign reinforced the product benefits and, at the same time, created new brand loyalists by relating to them on a personal level.

Giving the brand a voice

The team gave the product a voice and distinct personality by changing the iconic labels on Heinz Ketchup bottles - not just in the advertising, but on the actual product. The creative reflected the culture and unique relationships people have with Heinz Ketchup around the globe.

Creative at work

The bottles themselves became collector's items, and the entire effort won over a younger generation. It was dubbed a “world first” in packaging design and recognized with multiple awards including a D&AD Yellow Pencil, Gold Effie, and induction into The Clio Awards Design Hall of Fame.