How Heinz asserted their market dominance in a child-like way

Context

Heinz has always been synonymous with ketchup. But, in 2021, other brands were starting to steal share, and Heinz’s brand affinity scores were declining.

Objectives

• Regain market share
• Drive consideration and preference amongst key audience
• Remind consumers that Heinz is ketchup

Strategy

To prove again that they were the definitive ketchup brand, and to re-establish this implicit association, they asked consumers across 18 countries to simply draw ketchup. The quality of the drawings varied - but everyone drew Heinz. 

Outcome

The campaign earned 127 times more in publicity compared to the initial media investment, and generated a 10% sales lift.