Fresh is Best

The red accompaniment is big business, with the tomato ketchup industry amounting to $300m in 2022. Heinz Ketchup owns 60% of the market in the USA and 85% of the market in the UK. There is a lot to be made from the humble tomato sauce.

The No One Grows Ketchup like Heinz series of advertisements was a creative and innovative way to connect to the modern consumer and the changing trends in the healthy food market.

One of the leading causes of obesity is processed foods. The majority of western diet has had a shift towards an understanding of what is in their food and where it comes from. This led to one of the most overly processed food in the world requiring a re-examined for what it is and where it comes from. Hence the creative and possibly most innovative advertising campaign.

The breakdown of the bottle and creating the inner connection to the raw products gives the consumer a more relatable and appeal to the desire for people who want more natural and chemical-free food. The most noteworthy part of the advertisement is the ketchup looking like sliced tomatoes; this gives the emphasis of freshness is made through the rich colours and texture within the image.

The phrase “no one grows ketchup like Heinz” is an extension of the image to ensure that the connection to natural and freshness is made by the attached green stem.

While other campaigns continue to connect the product to the earth and the farmers. This is continually emphasised through the slogans grown not made. The vine-ripened tomatoes inside a clear container make the same connotation. The emotional reaction by the audience is of soothing natural and fresh produce that comes from the raw dirt. This separates the products from its true over-processed reality, while the grow your own slogan helps connect the audience of a option free from preservatives and of the over-processed reality.