Kraft Heinz begins Draw Ketchup contest
Kraft Heinz Canada has begun a contest promotion in support of its Heinz Ketchup brand. Called “Draw Ketchup,” the contest invites consumers to submit drawings representing their image of the condiment. Consumers can enter online at <http://www.drawketchup.ca> until Jan. 31. Two hundred and fifty winning artists will receive a custom box containing a ketchup bottle with their artwork on the label.
The contest is based on an international initiative described by the company as an “anonymous social experiment” during which several dozen people on five continents were asked to “draw ketchup,” most of whom, according to the company, drew some variant of a Heinz Ketchup bottle or its label.
“Consumers love the unmistakable taste of Heinz, and people around the world give credit to Heinz Ketchup as the original and only option out there,” said Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “We wanted to uncover that instinctual and intuitive association consumers have between ketchup and Heinz. When we anonymously asked consumers to simply draw ketchup, we learned that when people think ketchup, they think and visualize Heinz, everything from our deep red colour and distinctive name to the keystone label and, of course, our iconic glass bottle. We know our fans are extremely passionate about Heinz Ketchup, and so we are excited to give them the chance to celebrate their love for the brand by offering them an opportunity to bring their drawings to life on personalized bottles.”