Squeezing Fresh Ideas

Overview:

Heinz, an internationally acclaimed brand, collaborated with ICON Advertising to reshape the perception of its product in an unconventional and captivating way.

Challenge:

Heinz aimed to create a visual representation of the conversion of fresh, succulent tomatoes into their globally cherished ketchup. The focus was to underscore the freshness and superior quality of their ingredients, thereby reaching a diverse audience.

Solution:

The imaginative squad at ICON Advertising conceived an energetic visual: a ripe tomato being squeezed directly into a Heinz ketchup bottle. This compelling image not only simplified the process but also intimately associated the brand's product with its primary ingredient in an aesthetically appealing fashion.

Impact:

The campaign was met with resounding success. The creative visual significantly elevated product recognition and solidified Heinz's commitment to quality ingredients in the public consciousness. ICON Advertising's pioneering strategy enabled Heinz to visually articulate its unique value proposition, leading to heightened consumer engagement and market penetration.

In essence, the partnership between Heinz and ICON Advertising manifested how innovative visuals can effectively project a product's unique attributes to its desired audience. This campaign was not about reshaping brand identity, but an advertising drive for their new product, introducing it to the market and enhancing brand awareness.