Heinz Ketchup is a cultural icon - it’s not just a ketchup, it is the ketchup. But its status as an establishment brand meant it was in danger of losing relevance with younger audiences. We were challenged to keep a 153-year-old brand fresh in the cultural conversation.

This summer, text-to-image AI generators took the Internet by storm. People were creating weird and wild images from written prompts like “Napoleon riding a Harley Davidson”, or “R2D2 getting baptized.” We saw an opportunity to participate in an exciting cultural conversation while proving to a new, younger audience of tech and art fans that Heinz is the definitive ketchup.

+2500% Earned Media above investment
+850 Million earned impressions
+38% engagement rate above benchmark