Tomato
First

Heinz Tomato Ketchup is made with the best tomatoes and just a few natural ingredients. But as consumers became more conscious of what they eat, we realized most people didn’t know what made Heinz so special. It was time to change that.

We created a new tagline combined with a modern and fun visual identity that puts tomatoes first in all our campaigns.

To ensure that all our comunications points across the world would look the same, we developed a new toolkit using vibrant colors and illustrations.

We also added new assets, such as exclusive photos of mouthwatering food and real juicy tomatoes.

To help set the new brand tone, a few headlines were included, as well.

But the most important was to have a structure that could adapt to different media. So we created a modular identity that could work in one, two or three parts.

Finally, we showed some examples of how this new identity could work.

With all this information, the new brandbook was successfully launched, with campaigns all over the world.

Heinz Tomato Ketchup. It's Ketchup. But first comes tomato