Grown Not Made

SITUATION
An iconic product and design that dates back to the 1890s, Heinz Tomato Ketchup was wrongly perceived as artificial and unhealthy, largely through associations as an accompaniment to processed fast foods. Sales had started to slip.

SOLUTION
Bringing to life a brand idea of “Grown Not Made”, a fresh perspective to a well loved classic. A tomato vine growing from the iconic Heinz shape, with a delicious plump tomato reinforcing the superior natural ingredients, giving welcome reassurance that taste and quality go hand in hand.