Heinz Had Folks 'Draw Ketchup' And They Put Their Artwork On Custom Bottles

by Bill McCool on 01/25/2021 | 2 Minute Read

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.

Editorial photograph

Dozens of folks from all over the world were asked to be part of an experiment and told to draw ketchup without any other instructions. All of the participants also had no real knowledge of the brand, and we’re still trying to figure out what rock they crawled out from under because everyone knows Heinz. That said, most of the participants sketched a red bottle—some added the Heinz logo (though a few folks couldn’t remember the spelling), while others added the keystone label or the familiar “57.” Regardless, pretty much everyone drew a bottle of Heinz.

Editorial photograph
Editorial photograph
Editorial photograph

Some of those bottles even made their way to stores for a limited run as well as digital billboards, which also resemble some of the child-like illustrations you’d find on Bully Hill Wine. Now, the brand is opening up the experiment to ketchup-loving Canucks—sorry, USA—for a ketchup drawing contest. Draw a bottle of Heinz ketchup, and you could win a custom box AND bottle featuring your prize-winning work. 

Editorial photograph

For Rethink, the campaign is another feather to add to their ketchup-soaked hat as some of their recent work also taught Canadians how to pour the condiment in addition to giving away a 570-piece puzzle for Heinz lovers under lockdown during the pandemic. 

The contest will accept submissions until January 31st. Your move, Canada.

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