If someone asked you to draw ketchup, what would you sketch? A dollop of red goo splattered across a burger? Maybe a fast food diorama of the last supper starring french fries? Or, perhaps keep it simple with a bottle of the condiment you find stapled to nearly every diner booth in the US?

Likely, you’d probably draw a bottle of Heinz because there’s really only one iconic ketchup brand, and it’s the one with the 57 on it. Well, that’s just what Candian independent agency Rethink’s latest work for Heinz proves.