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Heinz Draw Ketchup

Work / Heinz Ketchup / 2021 / Video

We anonymously asked people all over the world to draw ketchup. The result? They all drew Heinz.

The experiment was conducted with dozens of participants across five continents, none of whom had any idea what brand the experiment was for. All they were told was to “draw ketchup,” and most reacted by drawing a bright red bottle with “Heinz” written on it.

Those labels were featured on a limited-release run of Heinz bottles, and on digital billboards. Heinz is also inviting the general public to submit their own ketchup drawings for a chance to win a custom bottle with their label on it.