Cannes Lions

The Most Legible Label

AFRICA, Sao Paulo / HEINZ / 2018

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Case Film
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Surveys indicate that consumers all over the world are increasingly more interested in knowing what’s in the products. Having this information as a starting point, we used this consumer insight to make it a habit. We changed Heinz Ketchup 140-year-old label, the first and main touch point between customers and brand, substituting it by the list of ingredients that make the product, then we transformed it into a balloon outdoor that was photographed by Engesat satellite 650km away from Earth.


The most legible label project had two phases. In the first one, we substituted the name of Heinz Ketchup, over a 140-years old, by the six ingredients that make the ketchup. What used to be in tiny letters became visible on supermarket shelves and 6 million labels were printed.

In the second phase, we went beyond. We increased the font size on the label in 432,000% so that everyone could see it. We placed the gigantic label on the National Skydiving Center to be seen by people in balloons or jumping with parachutes and even those in outer space.

The label was photographed by Engesat satellite that’s more than 650km away from Earth and published in a website that explained the campaign.


More than 6 million labels were printed and distributed in supermarkets all over the country, impacting more than 69 million people. The action of the most legible label increased 500% the number of interactions with the brand in social networks and provoked a change of habit in consumers. According to a survey, 60% of the people impacted by the campaign started reading the back label on products.

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