Heinz: Draw Ketchup

Heinz Ketchup, a sauce brand, reignited an emotional connection in a campaign to engage its consumers, bolster consumer loyalty and stay top-of-mind.


Heinz Ketchup is known the world over for its slow pouring ketchup. But the brand was in danger of becoming seen as old and nostalgic in addition to facing competition from new category entrants. As a result, the brand started to see brand affinity scores decline as competitors stole share. For the first time ever, people were questioning whether Heinz was for them.

Our objective was to re-ignite an emotional connection with Heinz by engaging consumers with a culturally relevant brand experience that would let them prove the iconic status of Heinz Ketchup and to bolster consumer loyalty. We...

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