Heinz Canada asked consumers around the world to ‘draw ketchup’ and used the results as creative for a multi-channel campaign underlining its own ketchup’s iconic status.
Many of the consumers who took part in the challenge drew something very closely resembling a bottle of Heinz ketchup, despite there being no instruction to specifically draw the brand’s version.
As a result, the drawings made a powerful point about Heinz’ dominance in the category and its popularity with consumers, which the brand built upon by running out-of-home ads displaying examples of the artworks alongside the caption: “We asked people to draw ketchup. They drew Heinz”.
Some of the drawings even made their way onto bottles of ketchup sold in Canadian supermarkets, with Heinz swapping them in for the ketchup’s usual branding.
Heinz extended the campaign further with a contest for Canadian fans of the brand, in which they were challenged to draw a bottle of ketchup for the chance to win a custom box and bottle of Heinz ketchup featuring their drawing.
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