Behind the Ketchup, for Heinz

Heinz

Behind the Ketchup

Heinz as the world's most irrational tomato company.

Task
Evolve Heinz's perception beyond a ketchup company.
Insight
No other company in the world innovates, obsesses, and breeds tomatoes like Heinz.
Strategy
Heinz is the world's most irrational tomato company.
Idea
Behind the Ketchup.

Heinz took everyone behind the ketchup.

The TV film: the seed greenhouse, the growers, the lab lamp and the R&D kitchen, each person obsessed with one step.

On social, its Head of Tomato Technology showed TikTok his love of red.

Hector Osorno: 33 years with tomatoes, two red Apple Watches, popcorn dipped in ketchup, a bleeped secret formula.

Hector went viral, and fans asked for plushies.

One fan wrote, “I love Hector more than my parents.”

283,000 comments in two weeks.

From one man’s TikTok to the face of Heinz.

Pull this CD in the roomWatch the case film

Tom Cioccio, Head of Innovation and External Quality.
Tom Cioccio, Head of Innovation and External Quality.
Every tomato, tested for red and thick.
Every tomato, tested for red and thick.
A Heinz grower in the field.
A Heinz grower in the field.
Hector, inside a tomato.
Hector, inside a tomato.
We made them pink.
We made them pink.
From the vine to the knife.
From the vine to the knife.
A grower, in his Heinz hat.
A grower, in his Heinz hat.
Cody, inspecting a tomato under the lab lamp.
Cody, inspecting a tomato under the lab lamp.

Lead strategist: Joe Bae

Agency: Wieden+Kennedy New York

Market: North America