What If a Condiments Brand Use AI?

Heinz used it in a way we can't imagine

April 15, 2025

You know how when someone says search something, you think of Google?
Or when someone says tissue, you think of a red and white Kleenex box?

That’s called brand power. And Heinz? It has that too.

When Heinz asked AI to draw ketchup, the results looked like… Heinz.

No logo, no name - just the shape, the color, the vibe. All Heinz.

That’s how strong the brand is.

So, what did Heinz do next?

Campaign Overview

  • Campaign Name: Heinz “AI Ketchup”

  • Campaign Dates: April, May 2023

  • Industry: Food & Beverages (Condiments)

  • Target Audience: Millennials, Gen Z, and tech lovers (mainly in the U.S. and Canada)

by campaigns of the world

In 2023, Heinz wanted to try something very new and exciting.

They wanted to connect their classic ketchup with AI to show how creative and trendy Heinz could be by using AI to create ads. They used DALL·E 2 to implement this.

So, Heinz gave DALL·E 2 some funny and creative instructions like:

  • Ketchup in space

  • Ketchup as a superhero

  • Renaissance painting of ketchup

It was always surprising when DALL·E 2 made a picture. Even though the images were unique and funny, they always had a Heinz-like feel.

Heinz then used these fun AI-generated images in digital ads and social media posts.

The campaign got more attention, especially from those curious about how AI works and how it could help in marketing. But the brand didn't stop there.

They also invited their fans to create their own AI ketchup images. People could play with AI tools and share their creations online.

That got even more people talking and engaging with the brand.

By using AI, Heinz didn’t just show off some cool technology.

They also reminded everyone that Heinz is the first thing people think of when they think of ketchup, even when AI is involved!

Campaign Objectives

Heinz didn’t just run this campaign for fun.

They had clear goals behind using AI in their ads. Here’s what they wanted to achieve:

1. Prove that Heinz = Ketchup (Even to AI)

Heinz wanted to show that their brand is so strong that even a computer (AI) thinks of Heinz when asked to show ketchup. They didn’t give the AI any brand names, but the results looked just like Heinz.

  • The objective is to remind people that Heinz is the default ketchup in their minds (and even in AI’s mind).

2. Join the AI Trend (Before Everyone Else)

In 2023, AI tools like ChatGPT and DALL·E were becoming super popular. Heinz didn’t wait to join the trend early and stood out.

  • The objective is to position Heinz as a smart, modern, and creative brand that keeps up with new technology.

3. Reach a Younger, Tech-Savvy Audience

Heinz wanted to connect with Gen Z and Millennials because these people love creativity, trends, and digital tools. Using AI was a clever way to speak their language.

  • The objective is to attract younger consumers who care about innovation and design, not just taste.

4. Spark Conversation and UGC

Heinz didn’t just make AI ads and stop there. They also invited fans to try making AI ketchup images and share them online. That got people talking and tagging Heinz.

  • The objective is to increase engagement, shares, and earned media by turning fans into creators.

5. Keep Heinz Top-of-Mind Without Saying Much

Heinz let the AI images tell the story instead of asking people to try their ketchup. That made people feel curious, talk about it, and remember the brand without being pushy.

  • The objective is to build brand love and awareness indirectly in a creative way.

6. Be the First to Do Something Bold

No other food brand had made an AI-generated ad campaign before this. Heinz became the first in the world to do it.

  • The objective is to win attention by being a category-first mover in AI marketing.

Results

  • The campaign reached more than 1.15 billion people worldwide. This exposure was worth over 25 times the money Heinz spent on ads.

  • On social media, people interacted with the campaign 38% more than usual. Even other brands like Ducati and Sportsnet joined in the fun.

  • The campaign was covered by major publications like Fast Company, Bloomberg, TechCrunch, and Forbes.

  • Heinz created special ketchup bottles with AI-generated labels.

  • They also set up art galleries, both in real life and in the metaverse, to show AI art.

Trend + Brand = Magic

Use this strategy to stay relevant, memorable, and engaging... just like Heinz did.

Step 1:
Find a Trend

Look for something new that people are talking about right now.

It could be:

  • AI tools (like DALL·E or ChatGPT)

  • New social media filters

  • A viral meme or challenge

  • Something from pop culture (like a movie or song)

Do a regular X (Twitter), TikTok, Reddit, or Product Hunt check.

Step 2: 
Connect the Trend to Your Brand

Now, ask yourself: If this trend showed my product… what would it look like? For example:

  • If AI draws my product, what will it create?

  • If a new meme talks about a problem, how does my product solve it?

  • If people love a movie character, how would they use my product?

Keep it fun, bold, and visually interesting.

Step 3:
Let the Audience Play

Let your followers or customers join in the fun.

Ask them to:

  • Try the trend using your product

  • Share their creations

  • Tag your brand

Then, reward the best entries with a shoutout or freebie.

Step 4:
Package It Into a Story

Don’t just post random trend content. Add a strong line that ties it together. Think about Heinz, for example: Even AI thinks ketchup looks like Heinz.

Make it short, repeatable, and clear.

This strategy works because:

  • People love trends. They feel fresh and fun

  • You don’t need a big budget

  • It gets people talking and sharing

  • It shows your brand is modern and creative

Conclusion

Heinz didn’t just use AI for fun. They used it to prove their brand strength, join a trend early, and get people talking without spending millions on ads.

And guess what? They showed that even AI knows who the ketchup king is.

Trends come and go. But when your brand is strong, even the future (like AI) recognizes it.

Let’s hear from you 👇

  • What’s the coolest AI-generated ad you have seen so far?

  • Do you think AI can replace ad designers one day?

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❝

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.

Guy Kawasaki