I first saw this ad in one of my advertising textbooks, and that semester, I would show the ad to as many creatives as I could just because I loved it so much. You can imagine how happy I was to find it on Pinterest!
What Makes It Great
Other than just looking really cool right off the bat, the reason I love this ad so much is because it utilizes a heavy branding strategy throughout the entire piece. Most of us know what the Heinz Ketchup bottle looks like, but to see it in a totally new form cements our visual memory of the bottle. (Much like the way Absolut Vodka did its branding strategy.) The ad also includes its signature red throughout the piece, providing very little contrast so that your attention is fixed right on the bottle.
But not only does this ad remind you of its bottle, but it also enhances its product through the creative way it presents its bottle. It’s cool to see the fresh tomato slices in the shape of a bottle, but think of how that makes you view the brand itself. Heinz is presenting itself as fresh, fun, even healthy. And it works.
With most of us growing up with Heinz ketchup, this is simply a reinforcement ad of the brand Heinz already possesses. I can guarantee that if you’re ever recounting this ad to a friend, you’ll remember that it was Heinz, not just a ketchup company. How many ads are linked to their brands that well? (Because I don’t know about you, but when I see an ad I like, I usually have trouble remember who it belongs to. Not so here.)
What Could Improve
I’d love to critique the headline, but the more I’ve looked at it, the more I like it. The “growing” title reinforces the image of ketchup being healthy and fresh. Plus, the fewer words, the more time people can spend absorbing the image of the bottle.
What do you like about this ad?