Heinz Enlists Food Stylists to Prove Its Ketchup Is the One Food That Isn’t Faked in Ads

With over 75K posts and 1.2B views on TikTok, #foodstyling tips and tricks have become the internet’s latest craze. It’s no secret the food we see in advertising is engineered to achieve a “perfect” look - like using glue as milk or applying shoe polish on chicken to make it appear more roasted - but there’s one ingredient that never needs to be faked: HEINZ Ketchup. From the creative minds at Rethink, HEINZ’s latest creative campaign, “Unfakeable,” launching today, proves that nothing beats the unmistakable quality of thick and rich HEINZ ketchup, even in commercials.

HEINZ invited food stylists to a shoot as an experiment to prove its ketchup is perfect straight from the bottle. Unbeknownst to the true goal of the shoot, the food stylists were asked to style various items, from sandwiches to pizza, staging each ingredient to achieve a certain look. Meanwhile HEINZ Ketchup was continually used as-is, with several of the stylists noting “You don’t need to touch HEINZ” and “HEINZ is great right out of the bottle.” Because even food stylists - the world’s authority on food aesthetics and perfection - have an irrational love for HEINZ ketchup and won’t settle for anything but the real thing.

“Unfakeable” is the brand’s latest extension of its global platform, “Irrational Love,” proving that the irrational love fans have for the brand is matched by the irrational love poured into every product. To convey this belief that what you see is what you get when it comes to HEINZ ketchup, the campaign will be supported by paid social spots on TikTok and Instagram and an OLV running on YouTube.