Heinz / Turkey / 2023Design & Packaging · Retail & Shopper
Is That Heinz?
Heinz printed the exact red of its ketchup along the edge of the label, so diners in Turkey could tell when a restaurant had refilled a Heinz bottle with something else.
- Brand
- Heinz
- Market
- Turkey
- Region
- Global
- Year
- 2023
The challenge
Some small restaurants in Turkey refill Heinz bottles with cheaper ketchup and serve it as the original.
The idea
Wunderman Thompson Turkey matched the shade of Heinz Tomato Ketchup and added it as a colour strip on the label. If the sauce and the strip don't match, it isn't Heinz. The bottles went out to restaurants, an Instagram filter let people check the colour at the table, and the launch posts showed 'fake' ketchup in restaurants with the question 'Is that Heinz?'
Case study source: The Stable Source ↗
Awards
- Cannes Lions 2023Brand Experience & Activation – C01 CUSTOMER RETAIL / IN-STORE EXPERIENCEBronze
Credits
- Creative agency
- Wunderman Thompson Turkey
- Executive Creative Director, Wunderman Thompson Turkey
- Ümit Taşlı
- Creative Director, Wunderman Thompson Turkey
- Onur Kutluer
