Heinz created a Label of Truth that shows the exact Pantone reference color of Heinz ketchup so that consumers can trust that they are being served the right product. The scale measuring the color of ketchup ranges from "Heinz" to "Not Heinz" and "Is That Even Ketchup?" and Heinz bottles with the new control labels have been distributed to different restaurants across Turkey.
This ketchup label ties in with the brand's newly launched campaign to fight "ketchup fraud," a phenomenon where restaurant workers are filling Heinz bottles with condiments from generic brands in order to cut costs under the guise of serving an iconic product.
As part of its fight against ketchup fraud, Heinz also created an Instagram filter for checking the color of Heinz ketchup.
What's Driving This Trend
- Label of Truth
- Creating transparency in product labeling through color matching.
- Fight Against Ketchup Fraud
- Combating fraudulent practices in the food industry.
- Instagram Filter for Product Verification
- Using new media tools to verify product authenticity.
Who This Affects Most
- Food and Beverage
- Opportunity to leverage new technologies to combat fraudulent practices in the industry.
- Packaging
- Opportunity to innovate and create new packaging solutions that help to gain consumers' trust.
- Marketing and Advertising
- Opportunity to create more transparent and honest marketing campaigns that address consumer concerns about product authenticity.
