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Heinz ketchup uses AI to promote its Draw Ketchup campaign

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With the help of Rethink, Kraft Heinz recently joined the AI Craiyon, previously called Dall-E 2, as an extension to its “Draw Ketchup” campaign. Dall-E 2 generates pictures of any phrase that is put into the search box. The original campaign asked everyone to draw ketchup and the company was delighted to find out that most drew some version of Heinz bottle or logo. Similar results were given by the AI programme. The brand used some of the weirdest and most funny images to run ads in USA Today and The New York Times. This foray into AI space has established the dominance and association of Heinz as interchangeable with ketchup.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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