Heinz Asks AI to 'Draw Ketchup'

Type in words – however nonsensical or disjointed – and an AI image generator creates a visual. From celebs eating yoghurt to avocado chairs, AI image generation is the latest viral sensation and has the world talking about the alarming accuracy of AI drawings. So, that got creative agency Rethink and The Kraft Heinz Company thinking...

They asked: "What would AI draw if you typed in 'ketchup'?". Continuing on from last year’s 'Draw Ketchup' campaign - where Heinz anonymously asked people to ‘draw ketchup’, and they drew Heinz - the multinational food giant and Rethink were both confident AI would produce a similar result. So, Heinz turned to the most unbiased source out there - AI image generators - and prompted it with words like ‘ketchup’ and ketchup combination phrases like “impressionist painting of a ketchup bottle” to see what it would draw. Turns out, even AI knows when it comes to ketchup, it has to be Heinz. 

The experiment was conducted using the sophisticated AI image generator, DALL·E 2, which uses machine learning across billions of reference points to create a unique image. Speaking on the results of the experiment, Heinz says: "When the digital artwork was generated it was clear that whether it was 'ketchup', ‘ketchup art’ or ‘ketchup renaissance’, AI created drawings that were almost always quintessentially Heinz ketchup."

In this latest iteration of the 'Draw Ketchup' campaign, Heinz showcases some of the most impressive, outlandish and vibrant pieces of digital art that DALL·E 2 created using these prompts. The campaign launches today with a video, featuring a montage of all the wild generations - all of them different and original, but all unmistakably Heinz. Many of these bizarre and oddly impressive images will also be shared via social content across Twitter and Instagram - as well as an OOH activation in downtown Toronto.

To get ketchup-lovers across the world involved, Heinz is also inviting fans to share what AI ketchup creations they would like to see, and Heinz will produce some of them and share them across social media as well.

“With AI imagery dominating news and social feeds, we saw a natural opportunity to extend our Draw Ketchup campaign - rooted in the insight that Heinz is synonymous with the word ketchup - to test this theory in the AI space," says Jacqueline Chao, senior brand manager, brand communications at Heinz. “From the distinct keystone label to our iconic slow-pouring ketchup bottle, we know Heinz is unmistakable to people around the world, and we're thrilled to see even the most unbiased source recognises that when it comes to ketchup, it has to be Heinz.”