Heinz Ketchup is a cultural icon - it’s not just a ketchup, it is the definitive ketchup. But its status as an establishment brand meant it was in danger of losing relevance with younger audiences. Our objective was to reinvigorate a connection with consumers who weren’t seeing Heinz as a contemporary brand.

Originally launched in Canada and the US, our campaign quickly went global, generating over 1.15 billion earned impressions around the world (worth over 2500% more than our media investment). Our 18 OOH boards delivered over 55 million impressions and received coverage in leading trade, art, tech, and lifestyle media outlets like Fast Company, Bloomberg, TechCrunch, and Forbes. On social, we saw an engagement rate 38% higher than past campaigns, with a significant presence in China, Chile, and Brazil.

By capitalizing on the text-to-image AI trend before any other brand, our first-to-market campaign proved to a younger generation of tech and culture fans that Heinz is the ketchup. Even the machines agree. Our campaign was so impactful, that in response Dall-E 2 was retrained to reduce brand bias.