Heinz anonymously asked people all over the world to “draw ketchup.”

By on Friday, January 22, 2021

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 experiment was conducted across five continents.

The result? People drew Heinz Ketchup.

Heinz says “most” of the subjects drew a bright red bottle with Heinz from memory. Others sketched the keystone label, a tomato hanging from a vine, or the number 57 on the neck of a glass bottle.

Heinz invited the public 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 colour 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 personalised bottles.”

Agency: Rethink

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