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By Amy Houston, Senior Reporter

July 28, 2022 | 2 min read

After the success of last year’s ‘Draw Ketchup’ campaign, the brand has used an artificial intelligence (AI) image generator to draw a bottle of the red stuff for a follow-up spot.

The Draw Ketchup campaign was a social experiment to prove the association of ketchup and Heinz. The brand anonymously asked people from 18 countries to draw a bottle of ketchup – and what it got back was thousands of pictures of Heinz.

The Kraft-owned brand claimed to see a near 1500% uplift in social conversations relating to the brand and a 10% uplift in sales.

Now, it has once again teamed up with Canadian creative agency Rethink on a follow-up project that’s based on the idea that AI can now draw images from text.

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In the video, viewers see this hilariously being put to task in the form of a ‘cow bus’ and ‘fry castle,’ before finally the bot is asked to draw ‘ketchup’ – resulting in pictures of what appears to be a Heinz bottle, albeit in different artistic styles.

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The experiment was conducted using an AI image generator called DALL·E 2, which creates images using billions of different reference points.

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Amplification for the campaign will come from video, social media and an out-of-home (OOH) activation in downtown Toronto.

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