Heinz finds ketchup synonymous with its brand packaging in Canadian consumer experiment

01 Feb 2021 --- Iconic ketchup brand Heinz has conducted a consumer experiment called Draw Ketchup to test how standard ketchup is synonymously associated with the Heinz brand specifically. 

“We wanted to uncover that instinctual association consumers have between ketchup and Heinz in a fun and engaging way for our fans,” Daniel Gotlib, associate director, brand building and innovation – taste elevation, Kraft Heinz Canada, tells PackagingInsights.

In collaboration with independent design agency Rethink Canada, Heinz asked test participants from five continents to draw ketchup without any other instructions. 

Without knowing what brand the experiment was for, most participants intuitively drew some of the Heinz brand’s signature characteristics – name, bottle shape, keystone label and the familiar 57 feature.

The Draw Ketchup campaign looked to reinforce how the Heinz brand is synonymous with ketchup.“From kids to young families to grandparents, Heinz Ketchup’s iconic glass bottle has been in so many pantries both locally and globally,” says Gotlib. 

“It has allowed us to build a deep and unforgettable connection with consumers that is passed down through generations.”

Ketchup on billboards
The drawings were used on digital billboards in Canada as a part of a media campaign to further celebrate the connection.

“We are constantly looking for ways to reinforce our role as an iconic brand and product,” notes Gotlib. 

“Campaigns like Draw Ketchup continue to keep our brand top of mind and drive connections and excitement with our fans through nostalgia.”

He adds that Draw Ketchup is the “perfect activity” for connecting with fans during social distancing, highlighting how packaging labels can be used to heighten brand engagement. 

PackagingInsights looked into how F&B brands are adapting to pandemic challenges with on-pack interactivity.

Social media integration continues to play a prominent role, as seen in last year’s Halloween and Christmas limited edition candies.

Canadians can submit their ketchup drawings for a chance to win their customized bottle.Draw a bottle, win a bottle
Currently, there is no retail component as part of the campaign. 

Instead, Heinz is inviting the general public to submit their own ketchup drawings for a chance to win a custom bottle with their label on it.

“The Draw Ketchup program will award 250 people from across Canada with a custom bottle featuring their ketchup drawing,” Gotlib details.

Heinz now hopes its label and bottle remain synonymous with ketchup “for generations to come.”

By Anni Schleicher