Heinz puts a new label on its flagship ketchup

Kraft Heinz Canada has launched a promotion inviting Canadians to create artwork that could go inside the fridge, not just on it.

As part of the new “Draw Ketchup” promotion, the company is inviting Canadians to draw their version of its iconic ketchup for a chance to win one of 250 limited-edition bottles featuring their artistic rendering. The contest is running on DrawKetchup.ca through the end of January.

The promotion is part of ongoing efforts by Kraft Heinz Canada to keep Heinz Ketchup “unmistakable” says Daniel Gotlib, the company’s associate director of brand building and innovation.

Previous efforts include last year’s “Ridiculously slow Heinz puzzle,” a jigsaw puzzle featuring all-red pieces that proved enormously popular with consumers, and a tilted label placed on bottles demonstrating the perfect angle to hold the bottle to get its notoriously slow-pouring ketchup to come out at precisely the right speed.

“Clearly, Heinz Ketchup has strong global brand awareness,” said Gotlib. “But we are constantly looking for ways to reinforce our role as an iconic brand in Canadian homes. Campaigns like Draw Ketchup continue to keep our brand top of mind and drives nostalgia, connection and excitement with our fans.”

Brands usually maintain strict controls on key visual assets, but Gotlib said promotions like “Draw Ketchup” invite consumers to share their affection for a brand that in many cases they’ve grown up with.

“ all about celebrating the great things our fans love about Heinz,” said Gotlib. “We weren’t concerned going into this campaign. Letting fans define how the brand looks and feels to them also gives us new insights.

“These labels won’t match our brand guidelines to a T,” he added. “But we’re confident they’ll be unmistakably Heinz, and representative of our glass bottles, which are themselves an iconic shape.”