Best Heinz Campaigns of All Time
Heinz has spent decades leaning into the fact that their product is technically a failure of physics - a sauce that refuses to leave the bottle until it's good and ready. It takes a certain kind of strategic confidence to turn a slow pour into a virtue, or to point out that even when people are committing ketchup fraud, they're still reaching for the red bottle. Study the work below.
8 campaigns
Heinz: Can't Unsee It
Heinz leveraged the red and yellow costumes of Deadpool and Wolverine, which fans already noticed, to hijack the movie's cultural buzz and make its iconic condiments an unforgettable part of the summer conversation, proving once you see it, you can't unsee it.
Heinz: It Has to Be Heinz.
Heinz reasserted its iconic status and market share by celebrating the irrational devotion of its super-fans and ingeniously integrating the brand into cultural conversations, proving that for many, no other ketchup will do.
Heinz - Ketchup Fraud
Heinz's 'Ketchup Fraud' campaign turned a widespread problem - restaurants refilling Heinz bottles with generic ketchup - into a powerful testament to its unmatched quality, by publicly exposing the fraud and enlisting consumers to demand the real deal, proving it truly has to be Heinz.
Heinz: Tip for Heinz
Heinz turned disappointed diners into a rogue B2B sales force by encouraging them to leave a symbolic $1 'Tip for Heinz' on restaurant bills, forcing owners to notice customer demand in a place they couldn't ignore - their own revenue.
Heinz: Draw Ketchup
Heinz anonymously asked people worldwide to draw ketchup, proving that the brand is so deeply embedded in the collective subconscious that when people think of the category, they instinctively visualize the iconic Heinz bottle and label.
Heinz - "Hidden Spots" campaign
Heinz partnered with Call of Duty and streamers to identify "Hidden Spots" on new game maps, allowing gamers to safely snack mid-match without dying, cleverly solving a real-time gaming frustration and positioning Heinz as a gamer's ally.
Heinz: Pass The Heinz
Heinz brought a 50-year-old fictional ad pitch from the TV show Mad Men to life, using minimalist photography of food without ketchup to prove that the brand is so iconic, consumers' imaginations automatically fill in the missing bottle.
Heinz: The Best Things Come to Those Who Wait
Heinz reframed the frustratingly slow pour of its glass bottles as a mark of superior thickness and quality, dramatizing the wait through a high - stakes race where a man sprints to catch a single, perfect drop on his hot dog.