How far would you go for Heinz Tomato Ketchup?

We took Heinz Tomato Ketchup beyond the bottle and into people’s homes, turning people’s irrational love into an unexpected act of devotion.

The problem

Heinz Tomato Ketchup, the beloved sauce with a devout following, had a new brand purpose – Irrational Love. They wanted to communicate the love that people have for this iconic brand to their consumers as wallets were being squeezed during the cost-of-living crisis.

In times of financial instability, when consumers become more conservative with their spending, they tend to seize the opportunity to take bold risks with their interiors. Tomato Red was being cited as the trending colour in the home that year, providing an opportunity to encourage irrational love for Heinz Tomato Ketchup.

image of ketchup on a dining table in a kitchen next to a Lick paint tin against an all red background

image of just kethcup on a white dining table against a red background

We took Heinz into a new desirable and timely space that would clearly demonstrate the nation’s irrational love for the sauce – a love that’s so intense that people look for ways to show their brand loyalty beyond the bottle. Heinz X LICK ‘RED HTK 57’ brought the sauce into consumers’ homes in a way that had never been seen before, bringing a whole lotta love for the brand nationally and internationally.

5% sales increase

of Heinz Tomato Ketchup during our campaign period

Heinz superfans engaged

painting their rooms in RED HTK 57

166 Million Impressions

including homes & interiors, cultural and lifestyle media

heinz bottle on table in a completely red kitchen

What I love the most about them is their straightforward, efficient approach to our brand challenges and their ability to build authentic relationships with our business.

Georgina Fotopolou - Category Marketing Manager Heinz Sauces

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