D&AD Take on the Future 2019 - Heinz
Burgers…fries…hot dogs – all utterly unimaginable without a thick, rich dollop of Heinz ketchup. In homes and restaurants around the world, there’s simply no other choice when it comes to ketchup: ‘It has to be Heinz’.
Heinz began in America back in 1869 and has grown to become one of the world’s most loved brands for 150 years this 2019.
Challenge
Condiments are never the star of the show: they’re what goes on the side.
To continue as the most chosen brand, Heinz needs to establish itself as the main event. How can Heinz convince people that their favourite foods can only be enjoyed with their favourite ketchup?
Celebrate the 150th anniversary of Heinz, and spark the next 150 years of brand love. However you chose to communicate, your designs should:
- use the brand tagline ‘It has to be Heinz’
- facilitate a conversation between the past and the future
Sketches
Sketches for animation
1st Design
2nd Design (final)
based on the design from the first one, the second one is more focusing on the brand product - ketchup, instead of the chef.