“Finally”

Kraft Heinz

Heinz Pour Perfectly

Finally, an answer to the age-old question: how do you get Heinz Ketchup out of the bottle?

For 150 years, people have been searching for the best way to get Heinz Ketchup out of the bottle. It turns out, you don’t need to smack, twist, or shake the bottle – just pour it at the perfect angle. So, we designed a bottle to help people do exactly that. With one simple tilt of the label, Heinz Ketchup bottles finally guided people to the perfect pour.

Results & Recognition

238 million
Over 238 million earned media impressions
+2.8
+2.8 market share lift
400x
400x increase in worldwide search

A close-up view of a glass Heinz Ketchup bottle with the label turned at an angle.

A person's hand tilting a Heinz Tomato Ketchup bottle, preparing to pour, pointing the bottle directly to the camera. The label is on an angle on the bottle, so the tilted bottle has the label the right way up.

The Heinz Ketchup bottle is captured mid-pour with a droplet of ketchup hanging from the mouth of the bottle. The labels are at an angle on the bottle, pointing right side up because the bottle is at an angle. The bottle is on a red background with the phrase "Pour Perfectly."

A close-up view of a glass Heinz Ketchup bottle with the label turned at an angle.

A close-up view of the top of a glass Heinz Ketchup bottle with the label turned at an angle.

A glass bottle of Heinz Tomato Ketchup on a red background. Both labels on the bottle are turned at an angle.

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