we asked ourselves
ONE HARD QUESTION

How do you remind people that Heinz is grown, not made?

Heinz

Refocusing an iconic classic on the source of the sauce and giving welcome reassurance that taste and quality go hand-in-hand.

H.J. Heinz introduced Tomato Ketchup to the world back in 1876, and it fast became the star in his already gleaming portfolio. Now, with over a century’s worth of passion and knowledge condensed into each bottle of sun-ripened tomato goodness, it’s small wonder there’s only ever been one Ketchup at the top of everyone’s list.

However, sales started to slip…

We found the root of the problem lay with its status as the accompaniment of choice for processed fast foods like burger and chips. By simple association, people were wrongly seeing Heinz Tomato Ketchup as factory-produced, artificial and unhealthy.

So we crafted a simple, natural tomato vine that grew from the heart of every bottle, reminding us all that Heinz Tomato Ketchup is ‘Grown not Made’

PREVIOUS PACK DESIGN

heinz

Subtle changes in colourways and copy proportions, to more pronounced changes in brand iconography, strapline and visual toolkit. We cultivated a look and feel that was as iconic as ever, but took the bottle right back to the field from which it came, right down to replicating the wooden trays that tomatoes are gathered in, on the supermarket shelf.

 

CLIENT:
HEINZ

DELIVERABLES:
CREATIVE STRATEGY, SEMIOTIC ANALYSIS, PACKAGING DESIGN, IMPLEMENTATION

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So we crafted a simple, natural tomato vine that grew from the heart of every bottle, reminding us all that Heinz Tomato Ketchup is

‘Grown not Made’

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