Heinz's Iconic Keystone Takes the Form of Food in Campaign from Rethink

When it comes to ketchup, it has to be Heinz. That’s the thinking that inspired Heinz’s stunning visuals in its new print and digital campaign.

This campaign is the latest in a series of creative work that has explored Heinz’s category leadership. Famous for its slow pouring ketchup, which has come to life as an all-red ketchup puzzle, and recently, as the world’s slowest loading website, Heinz continues to tout its icon status with ads that highlight its keystone logo in a delicious new way. 

The creative from Rethink shows food that Heinz pairs best with in the shape of the Heinz keystone. With no additional branding, it’s a move few brands could pull off.  

“Heinz is the originator. It’s the Ketchup,” said Daniel Gotlib, associate director, brand building and innovation at KraftHeinz. “Earlier this year, we launched the Draw Ketchup campaign, where we anonymously asked people to simply draw ketchup. What we saw, time and time again, was that people drew the iconic Heinz bottle.That intuitive association with the Heinz logo crystallized our approach for this campaign.”

The campaign launch is supported both in digital, print and out-of-home with CGI images of Heinz ketchup paired with summer’s favourite foods: burgers, hot dogs and fries.