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Heinz resumes Draw Ketchup campaign

Kraft Heinz has begun a new campaign for its Heinz ketchup brand that makes use of images generated by an artificial intelligence system. The creative was generated by feeding the word “ketchup” and other ketchup-related phrases into a machine learning system called DALL-E 2. The campaign video consists of a montage of the resulting images, along with social media content and out-of-home executions in downtown Toronto. The initiative is a follow-up to the brand’s previous “Draw Ketchup” campaign, which invited consumers to submit ketchup-related drawings.

The campaign was developed by Rethink Canada, with media work by Carat in Canada and Starcom in the US. Kitchen is managing social media, while public relations are being conducted by Middle Child in Canada and Zeno Group in the US.

“With AI imagery dominating news and social feeds, we saw a natural opportunity to extend our ‘Draw Ketchup’ campaign, rooted in the insight that Heinz is synonymous with the word ketchup, to test this theory in the AI space,” said Jacqueline Chao, senior manager of brand communications for Heinz. “From the distinct keystone label to our iconically slow-pouring ketchup bottle, we know Heinz is unmistakable to people around the world, and we're thrilled to see even the most unbiased source recognizes that when it comes to ketchup, it has to be Heinz.”

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