Heinz Draw Ketchup
Award: Wood Pencil
Wood Pencil / Packaging Design / Promotional / 2021
Heinz was starting to see brand affinity scores decline as competitors stole share. The objective was to re-ignite an emotional connection with Heinz in a culturally relevant way to bolster consumer loyalty. The truth is, Heinz is ketchup. Rethink needed to find a way to prove this. To uncover this unspoken association it conducted a social experiment with participants from 18 countries, anonymously asking a group of people to simply draw ketchup. The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
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