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Top 6: January 27th 2021

Heinz Ketchup: Draw Ketchup

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Top 6: January 27th 2021
If someone asked you to draw ketchup, what would you draw? That’s the question behind Heinz Ketchup’s latest campaign which anonymously asked participants across five continents to 'draw ketchup'. The result? Perhaps not surprisingly, people drew Heinz Ketchup. Now, Heinz is using these drawings as new labels for its bottles and featuring them in its ads in a campaign launching today. The experiment was conducted across five continents, none of whom knew it was for Heinz. All they were told was to 'draw ketchup', and most reacted by drawing a bright red bottle with 'Heinz' written on it. Others drew the iconic Heinz label, the 57 or the tomato hanging on the vine. One person drew mustard, that was weird. Heinz has taken the best (or in some cases the worst) drawings and featured them in a new video that’s circulating online. Those labels will also be featured on a limited-release run of Heinz bottles and on digital billboards. The general public can now design their own labels too. From 18th - 31st January, Canadians can submit their ketchup drawings here for a chance to win a custom Heinz bottle with their label printed on it. 250 lucky winners will have their custom bottle sent to them. The campaign was developed by Rethink Canada, with media by Carat and public relations by the Colony Project.
Credits Other credits

Head of Art: Joel Holtby

Designer: Jaclyn McConnell

Strategist: Sean McDonald, Julian Morgan

Production Coordinator: Spencer Houghton

Print Producer: Narine Artinian

Editor: Stephen Parker

Color / Online: Emmett Maloney

Account Services:

Group Account Director: Amy Greenspoon

Account Director: Kai de Bruyn Kops

Account Manager: Allie Kennedy

Audio House: Vapor Music

Audio Engineer: Art Mullin


Head of Brand Build Communications & Innovation: Nina Patel

Associate Director, Brand Building & Innovation – Taste Elevation: Daniel Gotlib

Senior Brand Manager Brand Building & Innovation: Chanel Simpson

Senior Associate Brand Manager: Keeyan Arvandi

PR Agency: The Colony Project


Media Agency: CARAT

Community Management: SALT

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