Heinz Canada Challenges You to Draw Ketchup.

When people think of ketchup, almost inevitably they think Heinz. Even if Heinz ketchup isn’t the brand you have in your fridge or your favorite. Everything from the shape of the bottle to the label are part of that collective consciousness that an established brand brings to the table.

Heinz Canada wanted to engage consumers in a new and unique way, leveraging social media and a multichannel campaign giving them a chance to win a customized bottle of Heinz ketchup. To do this Heinz asked followers to submit a drawing of ketchup via a Heinz microsite that is linked to their Instagram, Twitter, and Facebook accounts. In addition, Heinz turned to outdoor with strategically placed billboards in Canadian cities.

On the social media sites, Heinz Canada posted a short video showing the experiment featuring people drawing ketchup. The result in the video, pretty much everyone drew Heinz ketchup. The video includes the hashtag #drawketchup and a link back to the microsite where budding ketchup artists can share their masterpieces through January 31st. 250 people will be selected and receive a custom box and bottle with their drawing on it.

This campaign uses the power of Heinz iconography that is known world wide to not only promote the product, but as an opportunity to gather more first party data. The latter which is definitely a larger priority for brands these days that might be losing losing access to audience tracking methods like third-party cookies and device identifiers.

One unique aspect to the campaign itself is the fact that entrants aren’t required to share their artwork on social media for a chance to win. This probably means that the campaign has less of a chance of going viral like other hashtag challenges that you see on popular platforms like TikTok Instagram, Facebook, and Twitter.

Consumer engagement has become a bigger challenge for Heinz in recent campaigns. in 2020 Heinz ran a campaign that asked users to share TikTok videos of Halloween preparations for a chance to win a bottle of its limited-release Heinz Tomato Blood Ketchup. This was tied to the hashtag #HeinzHalloween hashtag which had generated 4.8 billion views os of January 25, 2021.

All of this comes as Heinz continues to see a downturn in sales in Canada which is contrast to sales in both U.S. markets and internationally. Hopefully this will help rebuild momentum for the brand in Canada. What will be really interesting to see if they do any follow up to this and release the data on how many people drew and submitted a Heinz bottle versus the competition.

Jones Knowles Ritchie Burger King Rebrand

When you are asked to rebrand any company or organization it is not something that can be executed quickly. There is quite a bit of strategy that goes into the process, especially when you are rebranding a higher profile, internationally known company. Jones Knowles Ritchie was charged with rebranding Burger King and I have to say the results are fantastic. Everything from billboards to employee uniforms has a distinct and cohesive flair that, in my opinion, gives a nod to the design styling of the late 1970s.

From a strategic point, JKR in collaboration with Burger King set out together to bring to life what Burger King’s commitment is to the food, free from colors, preservatives, and flavors from artificial sources. They wanted to use design to help close the gap between the negative perceptions a lot of people have of fast food, and the positive reality of Burger King’s food story by making the brand feel less synthetic, artificial, cheap, and more real. To put it simply, JKR makes the Burger King Brand and the food even more crave-able.

The typography, illustrations, color pallet, copy-writing, all of it has a strong cohesive voice that differentiates itself from the competition. What will be interesting to see is if Burger King continues to use any of their past advertising that focused on the King and had at times an almost surreal approach in terms of content. In the past, Burger King has been known for off-the-wall campaigns like Subservient Chicken. This is light-years away from that approach.

For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able, and tasty. We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple, and fun.

JKR Global

Cinta from Lumicast Set My Heart Aflame

I get a lot of email promotions from various companies over the course of the week. Most of them get ignored but every once in a while something rolls into my inbox that gets my attention and makes me stop and take notice for whatever reason. Sometimes it’s the actual design of the email itself, sometimes it’s the product, sometimes it’s a combination of both. So today when I was looking through the folder I’ve set up to collect solicitations from vendors that haven’t been flagged as spam I came across an email for the Cinta firepit from Lumicast, a California-based company that is making architectural cast concrete fire pits.

Most fire pits are rustic block cast stone rings or steel bowls for holding logs. The other common option is table style burners powered by propane. Cinta, on the other hand, is an elegant canyon of cast concrete with a unique form articulated by the axial parametric ribbons, that cradle the flames within a vessel of digitally sculpted terrain.

This hand made item is available in limited production at a cost of $15,000.00, so all of my well healed friends with the means I implore you to consider picking one of these up for your outdoor leisure and entertaining activities. Just look at it. If I had the cash, and the space, this would definitely end up warming me on cool nights as I lounge on my patio.

As I spent some time on the Lumicast site I was impressed not only with the quality of their designs but in the manufacturing process that uses 25% recycled materials to make our products more sustainable and is more environmentally friendly while producing a product designed to last a lifetime.

On The Beach “Someday” with Iggy Pop

The first time I saw Iggy Pop preform was at the Lawrence Opera House in Lawrence Kansas sometime around 1980. What I remember from that show was Iggy’s intensity and his I don’t give a damn about anything attitude.

Fast forward 40 years and we now have the godfather of punk rock narrating a two-minute monologue on what 2020 brought to us and what we have to look forward to. Iggy’s distinctive gravelly voice overlays a scene of people running along the beach looking forward to brighter, better days ahead. The monologue relives all of the insanity that surrounded everything in 2020. Stockpiling toilet paper, washing your hand 100 times a day, working from home, remember to wear your mask, giving up eating out, and on and on. Iggy ends it on a lighter note though reminding us that the beach will be ready and waiting when we are all able to take that much needed vacation again.

“We got angry, we got sad, we cried. But we picked ourselves up and we started again, knowing that the sun is always shining somewhere,” he says. “At some point someday you’ll be on your dream holiday, thinking ‘Is it too early for a drink?’” 

The spot is set to an orchestral interlude from the track Sunday, off of Iggy’s latest album Post-Pop Depression. Directed by Uncommon Creative’s executive creative director Sam Walker with Pulse Films it first aired on ITV’s Britan’s Got Talent and will run through February. In addition to the spot, there are the obligatory social media campaigns and a partnership with Amazon Prime.

“This will pass. Sometimes it takes the perspective of someone who has seen a lot in their life to make you realize that. Your shoulders drop, and hope returns,” Iggy says as the spot opens. A statement that Iggy can attest to because he’s seen more than his fair share thanks to 50 plus years of his rock and roll lifestyle.

“Never mind the worst week of someone’s life, what about a year in the life of the UK? We wanted to say it like it is, so we needed a voice that has seen it all. Two minutes in Iggy’s company can make anyone feel better, hopefully, everyone.” Uncommon co-founder Nils Leonard said. And he’s right.