Published July 8, 2024 by

Written by Claud
Claud Tan
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Heinz Asked AI ‘Draw Ketchup’

Heinz, a name synonymous with ketchup, has been a household name for years. They did something new and exciting in 2022 by asking Artificial Intelligence (AI) to “draw ketchup”. That’s how marketing “AI Ketchup” started. This unique campaign highlights the growing intersection of  AI and creativity in shaping marketing strategies. 

The concept behind the campaign

In “AI Ketchup“, Heinz gave simple prompt for DALL-E  2 to generate images of ketchup. By instructing the AI to draw ketchup, AI looked at lots of images online and learned what ketchup should look like. 

Surprisingly, the images made by the AI resembled Heinz’s classic packaging. Slightly hourglass bottle shape, distinguishable label and plastic squeezable bottle with a flip-top cap. The prompt demonstrated AI in understanding ketchup and associating Heinz into generated image. Heinz turned the image into an extensive marketing execution from billboard, magazine, art gallery, social media and metaverse. 

In today’s digital world, this campaign shows how brands can use AI to make their brand identity stand out. It is a great example of how to stay relevant and captivate consumers in an ever-evolving market.

Different AI Ketchup image by DALL-E 2
Credit : Campaigns of the World

The AI’s interpretation of Ketchup

The AI’s creative process involved on large datasets of images and their associated text descriptions from online sources. Thus, it depends on online interpretation of ketchup with pre-trained AI model. Then using machine learning algorithms, the AI would generate images that both unique and familiar based on text prompt. 

Therefore, ketchup prompt by Heinz resulted AI model to replicate ketchup visual that similar to red colour and well-known bottle shape of Heinz ketchup.

Heinz AI Ketchup Metrics Report and Summary
Credit : The Work

Public and Industry Reactions

The “AI Ketchup” campaign received an overwhelmingly positive response from the public. Social media buzz and media coverage amplified the campaign’s reach. The campaign received 2,500% higher earned media compared to media investments, 1.15 billion impressions from public and 38% higher engagement rate compared to other Heinz campaign.

The campaign’s success was further validated as it won several big marketing awards such as Marketing Awards, D&D Awards 2023, One Show 2023 and others.

Conclusion

Heinz’s “AI Ketchup” campaign masterfully blended the brand’s long history with modern technology. It resulted in a fun and engaging marketing idea. By using AI to draw ketchup, Heinz demonstrated the creative potential of AI while maintaining a strong brand identity.

At Real Axe, we specialize in leveraging AI to create innovative and engaging marketing campaigns. Our expertise ensures that your brand can harness the power of AI to deliver unique experience that make your brand stands out. 

Contact Real Axe today to explore how our experiential technology solutions can transform your marketing efforts. Let’s create the future of marketing together and bring your brand to new heights with AI.