Under increased competition from a new ketchup brand in Canada, Heinz wanted to make a statement that only the world’s number one ketchup could make. Only Heinz ketchup is known for being so thick that you have to flip the bottle over and shake it to get it out. So only Heinz could deliver a meaningful message by flipping and shaking their iconic logo.
The solution to the problem was getting back to basics. The Heinz keystone logo, the colour, and the world famous method of getting it out of the bottle are unique to the brand. Particularly the shaking and flipping of the bottle which was applied to the logo, is embedded in its culture. By keeping things simple we created a message that only Heinz could make and reassert their place as the ketchup leader.