Aonymous Ketchup on Bun - © ?

COVID-19 Capers: ‘Draw Ketchup’ And Win… Ketchup

Here’s an interesting socio-psychological experiment that might just brighten your COVID-19-blighted day: Draw Ketchup for a chance to get your artwork on a special custom bottle of the red stuff, and help intrepid marketing gurus discover how people identify with specific brands, and how they visualize the product…

Heinz Ketchup and Mustard - © Kraft HeinzDraw a picture to show what you think of, when you think of ‘Ketchup’…

That’s right. Just ‘Draw Ketchup’, says the headline on the main page of the contest entry submission site. Note that there is no indication of the brand or entity that may be sponsoring the contest. Just ‘Draw Ketchup’. The contest is an extension of an earlier ‘social experiment’ by a well-known brand (conducted by a major consumer preferences survey company) to try to gauge the market awareness level of a client’s brand image.

According to a news release, “The experiment was conducted with dozens of participants [aged 8 to 80] across five continents, none of whom knew the brand. They were simply told to ‘draw ketchup’, and most drew a bright red bottle with ‘Heinz’ from memory. Others opted to draw details like the keystone label, a tomato hanging from a vine, or the number 57 on the neck of a glass bottle. The quality of the drawings ranged from messy doodles to finely-rendered illustrations, but the vast majority of participants had something in common: when they drew ketchup, they drew Heinz.”

Getting a better idea of who the sponsor of the new contest is? How could you not!

Celebrating a truly iconic brand

Daniel Gotlib, Associate Director of Brand Building & Innovation at Kraft Heinz Canada, says: “When we anonymously asked consumers to simply draw ketchup, we learned that when people think ketchup, they think and visualize Heinz – everything from our deep red colour and distinctive name to the keystone label and, of course, our iconic glass bottle. “We know our fans are extremely passionate about Heinz Ketchup, and so we are excited to give them the chance to celebrate their love for the brand by offering them an opportunity to bring their drawings to life on personalized bottles.”

Get the rules and hurry to submit your entry!

We got notice of the contest a little late for some reason, but there’s still time to participate. Entries close January 31, 2021. Basically, the contest is open to all Canadians, but you must be 18 or older to win. However, parents can enter their kids’ artwork per guidelines in the official rules, available under the ‘Submit’ button on the official Entry page.

The news release advises: ‘The best drawings will win a custom box and bottle with their drawing on the label to be used the next time they want to enjoy their fries, or to keep as a memento to show off at their next barbecue. You don’t have to be a famous artist to take part – every doodle is just dandy. […] 250 people will win a custom bottle.’

How will Heinz use the submitted artwork?

Gotlib didn’t say, but I’m betting they have some sort of commemorative project in mind, in which the top winning drawings will find their way onto a special limited-time release of the product. Stay tuned… And have fun!

~ Maggie J.