Heinz - Draw Ketchup Campaign
Targeting - A broad audience, encouraging people of all ages and artistic abilities to participate. By involving consumers in the creative process, Heinz strengthened its connection with a diverse customer base.
Core Theme of the Campaign -
Heinz's decision to embrace consumer artistry added a personal touch to their product. By featuring various ketchup-themed drawings on the labels, the campaign celebrated the spontaneity and creativity of its consumers.
About the
Campaign -
The "Draw Ketchup" campaign by Heinz involved an intriguing approach where people were asked to draw ketchup, and the results were used to create unique and diverse labels for their iconic ketchup bottles.
Formula applied by the Campaign to elicit customer action -
The highlight was the fusion of creativity and consumer engagement. Heinz leveraged the diversity of drawings submitted by people worldwide to design limited-edition ketchup bottle labels, turning the ordinary into a canvas of individual expressions.
Business Title
A Look at
the Campaign
- Crowdsourced Art: People were invited to draw ketchup, generating a diverse collection of artistic interpretations.
- Bottle Label Designs: Selected drawings became limited-edition labels, transforming Heinz ketchup bottles into unique art pieces.
- Global Participation: The campaign garnered international participation, showcasing a global community of Heinz enthusiasts.
- User-Generated Content: Leveraged user-generated content as the core of the campaign, promoting authenticity and inclusivity.
- Social Media Buzz: The unique labels generated significant social media buzz, amplifying the campaign's reach.
- Memorable Packaging: Consumers could enjoy ketchup with labels reflecting the creativity of their peers, making each bottle a collector's item.
- Brand Affinity Boost: The initiative likely enhanced brand affinity by involving consumers directly in the brand's creative expression.
- Limited-Edition Appeal: Limited-edition labels created a sense of exclusivity, driving interest and sales.