Heinz is ketchup, but first tomato. During 2021, Heinz presented the new global positioning for its flagship product, celebrating the naturalness and unmistakable flavor of its tomato. A creative platform aimed at fighting the global consumer perception that Heinz ketchup is an industrial product, not essentially made from tomatoes. Claiming the uniqueness of the product and the naturalness of its ingredients. And communicating to the world that it has no artificial colors, additives or flavors, thus differentiating it from its main competitor: the private label.

So, what was the objective? To take advantage of any communication opportunity that would put the Heinz tomato at the center of the conversation in a creative way, in line with the brand's witty tone. Focusing on the truth of the natural product, reinforcing the natural origin in a simple, direct and noticeable way.

After 150 years of making ketchup, Heinz learned something quite curious: cut tomatoes often have faces. And they can be very terrifying. So, what better time than Halloween to celebrate the naturalness of the tomatoes that go into our ketchup? We had a very strong key-visual that had not been used by any other brand before. And we needed to put it front and center in the most real way, staying in line with the promise of being 100% natural. That’s why we decided to cast 150 tomatoes to find the most terrifying ones, without manipulating any of them for the shooting. Carefully studying the light to bring out the innate horror of their faces. And we designed a layout to maximize their expressiveness, on a series of outdoor posters that we hung in the most terrifying corners of Barcelona and London.

We planned a mix media campaign focused on social media for a very specific moment: Halloween. But, as we knew that people go out on the streets that night, we also decided to surprise our fans there, scaring them with our terrifying tomatoes on outdoor formats in London and Barcelona. With a minimum budget on paid media, we achieved more than 15 million impressions in 24 hours, on one of the most saturated advertising days for all brands worldwide.