While survey shows 99% of Gen-Z skip ads and 63% use ad blockers, Heinz has been searching for ways to connect with young people to make this audience aware that Heinz cares about using the best ingredients.

During the entire year of 2022, news of tattoo ink components being banned around the world were made public on mainstream media, and after a survey that show that 46% of young people have at least one tattoo, Heinz partnered with Electric Ink, one the world's top 3 tattoo ink manufacturers, to come up with an innovative product to reach this audience. An ink made with the same quality of Heinz’s ketchup.

With the ink, Heinz not only made the brand's audience aware of their care for good ingredients, but also brought the brand's proprietary color to the skin of their fans, gaining even more brand love and conversations around the ban.

To launch Heinz Tattoo Ink we partnered with five different Brazilian tattoo artists. Each of them had their own artstyle and crafted posters inspired by classic flash tattoo sheets with various illustrations that had to follow only two rules: being all-red and coming from the food and ketchup universe.

By respecting each artist's style, we had various interpretations for the same theme and managed to get 57 different illustrations – inspired by Heinz's proprietary 57. These artworks were actually printed as fine art in limited edition numbered posters that kept the original texture of each handmade illustration.

The option for all-red drawings helped Heinz create branded illustrations, as they were done in the brand's Pantone, and created a visual identity amongst all posters, making it easier to turn these drawings into tattoo stencils.

Being an over 150-year-old brand, Heinz has been making moves to talk to younger audiences with fresher messages. Also, being one of the most tattooed brands in the world, using tattoos became an opportunity to reach Gen-Z, as surveys show over 46% of them have at least one tattoo.