Heinz Turkey finds a Pantone label hack to disrupt ‘Ketchup Fraud’
Apparently, the issue is a problem in other regions too and this creative agency has the answer.
Earlier this week, Canada’s Rethink agency released a print campaign that pointed a finger at eateries that cheap out and fill up empty bottles of Heinz Ketchup with other sauces.
In response, Wunderman Thompson Turkey has devised a solution and it all lies in the label. To help customers check whether the ketchup they’re being served is truly Heinz, the agency has identified the exact shade of red on legit bottles and added this color to the edge of the label so customers can easily identify ‘Is That Heinz?’. If the color on the label doesn’t look right, people can see that it’s not the original Heinz Tomato Ketchup.
Ümit Taşlı, executive creative director at Wunderman Thompson Turkey said of the work: “The people of Turkey love Heinz and want to see it being served in the restaurants they visit. The problem is, some small traditional restaurants or businesses fill the Heinz bottle with different ketchup brands and serve them as the original.”
The ad campaign is being launched across social media and in the press.
Explore frequently asked questions
Creative director, Onur Kutluer added: “We wanted to put an end to this so-called ‘ketchup fraud’ and create an innovative solution that will help customers identify whether they’re eating the real deal, or whether it’s an imposter.”
Bottles with the new control label are being distributed to restaurants across the country and there will also be an Instagram filter to check the color of the ketchup, turning customers across Turkey into the Heinz police.