Quick Overview
Heinz used OpenAI’s DALL·E 2 to generate AI artwork depicting ketchup in various creative contexts without explicit brand prompts. The AI consistently produced images resembling Heinz’s iconic bottle, demonstrating strong brand association and dominance. The campaign engaged audiences with AI-generated visuals, social media interaction, and fan participation, reinforcing Heinz as the definitive ketchup brand.
Heinz Ketchup (Kraft Heinz)
Company Size
~38,000 employees (Kraft Heinz)
Revenue Range
$30B+ annual revenue (Kraft Heinz)
Primary Challenge
Refreshing brand image and engaging younger, tech-savvy audiences through innovative AI marketing
Key Metrics
\- Over 850 million earned media impressions globally\- 38% higher social media engagement rate than previous campaigns\- 2,500% ROI on media investment\- Multiple marketing awards including D&D Awards 2023 and One Show 2023
The Problem
Traditional marketing needed innovation to connect with Millennials and Gen Z while affirming brand leadership
The Solution
Employed DALL·E 2 to create unique AI-generated ketchup images from creative prompts; integrated visuals into digital ads, social media, print, and metaverse art galleries; invited fan-generated AI content participation
Results
\- Viral marketing success with massive global reach\- Strengthened brand association with ketchup category\- Elevated brand relevance among younger consumers\- High media and public engagement
“We’re thrilled to see even the most unbiased source recognizes that when it comes to ketchup, it has to be Heinz.”
Jacqueline Chao, Senior Brand Manager, Heinz
Details
Industry
Manufacturing
Departments
Marketing & Content
Creative & Design
Use Cases
Campaign Management
Workflow Automation
Tags
Machine Learning
Predictive Modeling
Enhanced Decision-Making
Cost Reduction
AI Tools Used
DALL·E
Sources
https://campaignsoftheworld.com/digital-campaigns/heinz-a-i-ketchup/https://marketingmaverick.io/p/ai-ketchup-marketing-strategy-by-heinzhttps://adage.com/creativity/work/heinz-got-ai-draw-ketchup-and-it-drew-heinz/2424441/https://resources.latana.com/post/heinz-machine-learning-ad/https://digitaldefynd.com/IQ/ai-marketing-campaigns/
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