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Draw Ketchup — Olivia
Heinz · 2021
- Agency
- Rethink Canada
- Campaign
- Draw Ketchup
Analysis
Heinz turns a participant's bottle drawing into evidence of brand recognition. The campaign won a One Show Gold Pencil.
“WE ASKED PEOPLE TO DRAW KETCHUP. THEY DREW HEINZ.”
Audience evidenceDistinctive packaging
Why it worked
The uneven drawing feels less controlled than a brand illustration. The recognizable bottle and label let the reader see the result of the experiment.
Lesson
Test whether people recognize your brand without a prompt.