A strong week for creativity features an almost logo-less campaign from one of the few brands who could do so, writes Addison Capper
There are few brands that could almost completely omit their own branding from a series of ads and still wholly own those ads. Heinz Ketchup is one of the few.
A new campaign from Rethink in Canada is the latest in a series of campaigns that shamelessly - in a good way - touts Heinz's leadership in the ketchup category. While previous efforts have involved a torturous all-red puzzle, the world's slowest-loading website and asking people to simply 'draw ketchup', a series of new print ads merely shows food items that pair particularly well with Ketchup made up in the shape of the Heinz logo. "IT HAS TO BE *insert pic of food*" each print reads.
“Heinz is the originator. It’s the Ketchup,” said Daniel Gotlib, associate director, brand building and innovation at KraftHeinz, in a press release. “Earlier this year, we launched the Draw Ketchup campaign, where we anonymously asked people to simply draw ketchup. What we saw, time and time again, was that people drew the iconic Heinz bottle.That intuitive association with the Heinz logo crystallised our approach for this campaign.”
The print campaign is one of eight projects to mark a strong and varied LBB Work of the Week. Dive right in and you'll also be treated to a Colombian campaign that turns saltwater into electricity, a Finnish print campaign purposely filled with gobbledygook, a big global Samsung campaign, and a Filipino ad that turns a sexist gym rat into a weirdly tasty treat.
Heinz's Iconic Keystone Takes the Form of Food in Campaign from Rethink