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HEINZ CAMPAIGN

Challenge: Condiments are never the star of the show: they’re what goes on the side.
To continue as the most chosen brand, Heinz needs to establish itself as the main event. How can Heinz convince people that their favorite foods can only be enjoyed with their favorite ketchup?
Celebrate the 150th anniversary of Heinz, and spark the next 150 years of brand love. However you choose to communicate, your designs should facilitate a conversation between the past and the future.

Decision Making: 

 

  • I came up with about three main ideas to go off from. My first idea was basically “Don’t settle for less. It has to be Heinz.” I wanted to use imagery to show that it was the best brand over its competitors. Unfortunately, this idea didn’t really give me that many options media-wise. My second idea was a mix of “It’s more than just ketchup” and “Not just a side,” but those ideas were too vague. I did come up with a lot of different ways to present that message though including recipes, do it yourself videos, and other advertisements. This really only seemed to appeal to children or mothers who were creative instead of reaching a broader audience.

  • In the end, I finalized the idea “Bringing people together for 150 years.” This allowed me to reach various demographics as well as allowed me more freedom when it comes to choosing which media to advertise with. I believed this would especially appeal to the older generations who have already been using Heinz as their go to ketchup.

  • It seemed like a good idea to focus on family and loved ones as almost everyone can relate.

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