Heinz is Giving People the Chance to See Their Art on Packaging
Laura McQuarrie — January 21, 2021 — Marketing
References: drawketchup & prnewswire
Heinz Craft Canada is giving Canadians the chance to submit a drawing of ketchup for their chance to win limited-edition packaging and see their artwork brought to life on ketchup bottles. Across five continents, an experiment was conducted by the iconic ketchup brand to emphasize that Heinz Ketchup is seen as the original ketchup, thanks to its deep red color and distinctive label.
From memory, many participants, none of whom knew the brand, were told to "draw ketchup." As a result, most created a drawing of a bright red bottle with "Heinz" from memory and other details like the keystone label, tomatoes hanging from vines or the number 57. Now, Canadians are being invited to create a drawing of their own and submit it for their chance to win a custom box and bottle.
From memory, many participants, none of whom knew the brand, were told to "draw ketchup." As a result, most created a drawing of a bright red bottle with "Heinz" from memory and other details like the keystone label, tomatoes hanging from vines or the number 57. Now, Canadians are being invited to create a drawing of their own and submit it for their chance to win a custom box and bottle.
Trend Themes
1. User-generated Label Design - Heinz's contest shows the potential for user-generated label designs and can be an opportunity for other brands to involve their customers in product packaging.
2. Bringing Art to Packaging - The limited edition packaging reminds us of the potential of bringing art to packaging to add value and a unique touch to mundane products.
3. Brand Identity Testing - The study conducted by Heinz demonstrated how brand identity can be tested by asking people to draw the product from memory.
Industry Implications
1. Food and Beverage - The contest shows how the food and beverage industry can benefit from involving their customers in packaging design to create a deeper emotional connection with their products.
2. Art and Design - The partnership of Heinz and the art community highlights an opportunity for the art and design industry to expand their portfolio and showcase their talent in various non-typical business ventures.
3. Marketing and Advertising - The study conducted by Heinz provides insights for marketing and advertising professionals on how brand identity can be effectively communicated and tested through packaging design and memory.
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