# Heinz AI Ketchup Campaign: How a Condiments Brand Won With DALL·E (Case Study + 2026 Playbook) URL: https://aitoolsmarketer.com/blog/heinz-ai-ketchup-marketing-strategy/ Author: Alston Antony, AI Tools for Marketers Published: 2026-10-28 Last updated: 2026-10-28 Category: AI Marketing Case Studies > A Heinz AI ketchup campaign case study: what Heinz did with DALL·E 2, the reported results, and a 2026 playbook for testing AI brand salience. ## The short answer The Heinz AI Ketchup campaign, made by Rethink for Kraft Heinz, asked DALL·E 2 to draw ketchup without naming any brand. The images still looked like Heinz, and the brand used that as proof of its pull. Sources report between 850 million and 1.15 billion earned impressions, depending on the source. ## Key takeaways - Heinz prompted DALL·E 2 with plain requests such as ketchup in space and found the images still looked like Heinz, which became the campaign's proof of brand strength. - The reported reach is 850 million earned impressions in one award entry and 1.15 billion in later write-ups. These are impressions, not unique people. - The strategy is four steps: find a trend, connect it to your brand, let the audience play, and package it into one repeatable line. - Most brands cannot copy the result, because it rested on decades of consistent visual identity. You can still run the same test on your own brand in an afternoon. ## What If a Condiments Brand Use AI? *Heinz used it in a way we can't imagine* 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? --- _Added by AI Tools for Marketers: quick facts_ ### Heinz AI Ketchup campaign: quick facts | Item | Detail | Source | | --- | --- | --- | | Campaign | A.I. Ketchup, also called "Draw Ketchup" with AI | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | | Brand | Heinz (Kraft Heinz) | [Applied Arts](https://www.appliedartsmag.com/winners/advertising/a-i-ketchup-w579/?year=2022) | | Agency | Rethink | [Muse by Clio](https://musebyclios.com/advertising/asked-to-draw-ketchup-even-a-i-chose-heinz/) | | AI tool | DALL·E 2 | [Muse by Clio](https://musebyclios.com/advertising/asked-to-draw-ketchup-even-a-i-chose-heinz/) | | Timing | 2022 to 2023. Reporting differs on the exact launch (see the editor's note below) | Multiple | | Markets | Original text names the U.S. and Canada. Later write-ups describe global reach | [WARC](https://www.warc.com/content/article/rankings-creative/heinz-ai-ketchup/en-gb/154278) | | Recognition | Gold Clio 2023, Product/Service category | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | --- ## 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) --- _Editor's note (added): the dates_ The original gives April and May 2023. Other sources point earlier. Clio's Muse covered the launch on July 29, 2022, saying Heinz began posting the AI images that week, and the campaign extends Heinz's 2021 "Draw Ketchup" work. Ads of the World lists its entry as published in May 2023, which looks like an awards-entry date rather than the launch. We read the campaign as running from 2022 into 2023. Sources: [Muse by Clio](https://musebyclios.com/advertising/asked-to-draw-ketchup-even-a-i-chose-heinz/), [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup). --- 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. --- _Editor's note (added): the "first" claim_ "First in the world" is the entrant's own framing. The Applied Arts entry describes the work as the first ad campaign with visuals created entirely by AI, and we found no independent check of that. Read it as a marketing claim, not an established fact. Source: [Applied Arts](https://www.appliedartsmag.com/winners/advertising/a-i-ketchup-w579/?year=2022). --- ## 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. --- _Added by AI Tools for Marketers: results at a glance_ ### Heinz AI ketchup campaign results at a glance "Reached 1.15 billion people" is better read as 1.15 billion **earned impressions**. An impression is one view, so one person can account for many. The sources also disagree on the total, most likely because they report at different dates. | Metric | Reported figure | Source | | --- | --- | --- | | Earned impressions (earlier entry) | Over 850 million | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | | Earned impressions (later write-ups) | Over 1.15 billion | [WARC](https://www.warc.com/content/article/rankings-creative/heinz-ai-ketchup/en-gb/154278), [The Drum](https://www.thedrum.com/awards-case-study/heinz-re-connecting-with-young-consumers) | | Earned media value vs media spend | Over 2,500% more than the media investment (more than 25x) | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | | Social engagement | 38% higher than previous campaigns | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | | Press named | Fast Company, Bloomberg, TechCrunch, Forbes | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | | Brand mashups | Ducati and Sportsnet asked for their own versions | [Ads of the World](https://www.adsoftheworld.com/campaigns/a-i-ketchup) | All of these are figures reported by the entrants in award entries. None was independently audited. _Reported results of the Heinz AI Ketchup campaign. Source: Ads of the World entry (850M+, 2,500%, 38%); WARC and The Drum (1.15B+). Entrant-reported, not audited._ --- ## 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? > 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 (as attributed in the original) --- _Added by AI Tools for Marketers: 2026 update_ Everything in a blue box, here and earlier on the page, is added commentary and research. The sections below update the idea for 2026: how to test whether AI models know your brand, how the four steps map to current tools, and what Heinz had that most brands do not. --- --- _Added by AI Tools for Marketers: the Heinz test for AI brand salience_ ## The Heinz test: does a model describe or draw your brand? The Heinz test asks what an AI model produces for a generic product prompt when you never name a brand. If the output looks like your brand, or the model names it, you have salience in that model. This is an early, memorable example of what marketers now call AI brand visibility. _The Heinz test as a loop. Run it on a schedule so you can see change over time._ ### How to run the test on ChatGPT, Gemini, Claude, Perplexity and an image model 1. **Write 5 to 10 prompts with no brand name.** Mix category prompts ("What are the main [category] tools?"), problem prompts ("How do I [job your product does]?") and one image prompt ("Draw [product category]"). 2. **Run each prompt on [ChatGPT](https://chatgpt.com/), [Gemini](https://gemini.google.com/), [Claude](https://claude.ai/) and [Perplexity](https://www.perplexity.ai/)**, then run the image prompt in your image model of choice. Use a fresh chat each time and turn web search on where the tool offers it. 3. **Repeat each prompt three times.** Answers vary between runs, so a single result tells you little. 4. **Record the same fields every time**, in a spreadsheet: | Field | What to write down | | --- | --- | | Prompt and model | The exact prompt, the tool, and the date | | Brand mentioned | Yes or no, and your competitors that were mentioned | | Position | Where your brand appears in a list (first, third, absent) | | Sentiment | Positive, neutral or negative, with the wording used | | Sources cited | Which pages the answer cites, and whether yours is among them | | Image result | Colours, shapes and text the image model produced, and whether it looks like you | 5. **Track it monthly.** A manual spreadsheet is enough to start. If you want it automated, [Ahrefs Brand Radar](https://ahrefs.com/brand-radar) tracks brand mentions, citations and share of voice across AI answer engines and is sold as a paid Ahrefs product. The directory also lists [Profound](/profound/) and [Peec AI](/peec-ai/), and the [AI search and GEO category](/categories/ai-search-geo/) has more. --- --- _Added by AI Tools for Marketers: the four-step playbook for 2026_ ## The 4-step playbook, updated for 2026 with AI tools The original four steps still hold. What changed is the toolset: more capable image and video models, answer engines that cite sources, and a need to disclose AI use. Tool names below were checked against each vendor's own site on October 28, 2026, and they change quickly. _The "Trend + Brand = Magic" framework from the original post, as a sequence._ | Step | What to do in 2026 | Tools to look at | | --- | --- | --- | | 1. Find a trend | Scan what people discuss, then ask an answer engine to summarise a trend and cite sources | [Perplexity](https://www.perplexity.ai/), [ChatGPT](https://chatgpt.com/), social listening such as [Brand24](/brand24/) | | 2. Connect it to your brand | Generate images or short video of your category inside the trend | Images: [Gemini](https://gemini.google/overview/image-generation/), [Adobe Firefly](https://www.adobe.com/products/firefly.html), [FLUX from Black Forest Labs](https://bfl.ai/), [Canva](/canva-magic-studio/). Video: [Veo](https://deepmind.google/models/veo/), [Runway](https://runway.com/), [Kling](https://kling.ai/) | | 3. Let the audience play | Publish the prompt, not just the result, so fans can make their own with any tool | Any of the above. Name the tool you used | | 4. Package it into a story | Write the one repeatable line, and make sure it is true | An LLM for options, a human to pick the claim | The full set of image and video tools in the directory is in the [AI video and image generation category](/categories/ai-video-image-generation/). ### Prompt templates The first template is the original Heinz idea. The rest turn the four steps into reusable prompts. ```text Draw [product category]. No brand names, no logos, no text. Plain background. Style: [photo / illustration / renaissance painting / superhero comic]. ``` ```text What are the main [category] brands or tools? List five, say why each is included, and cite your sources. ``` ```text Create an image of [product category] in [trend setting]. Keep the look of the category generic. Do not add any logo or brand name. ``` ```text Write a short post inviting followers to make their own [trend] image of [product] with any AI tool. Include one hashtag and ask them to name the tool. ``` ```text Give me 10 one-line story hooks in the form "Even [AI or trend] thinks [category] looks like [brand]". Under 12 words each. Flag any hook that makes a claim we would need evidence for. ``` ### Checklist: does AI draw your product? - [ ] Wrote the prompts with no brand name, logo or slogan - [ ] Ran the image prompt in at least two image models, three times each - [ ] Saved every output with the model name and date - [ ] Noted which colours, shapes and words repeat across outputs - [ ] Checked whether any output copied a competitor or a trademark - [ ] Decided what, if anything, you are prepared to publish --- --- _Added by AI Tools for Marketers: caveats_ ## Caveats: what Heinz had that you may not Heinz is one of the most recognisable packaging and colour identities in food. It was founded in 1869, so it had more than a century of consistent visual brand equity for a model to learn from. The AI work also extended the earlier 2021 "Draw Ketchup" idea rather than starting from nothing ([Muse by Clio](https://musebyclios.com/advertising/asked-to-draw-ketchup-even-a-i-chose-heinz/)). Most small brands cannot expect a model to draw their logo. **What a small brand should do instead** - **Own a niche visual.** One colour, shape or illustration style used everywhere, until it is the default for your corner of the category. - **Own a phrase.** A short line that people and publications repeat, as in step 4 above. - **Get cited where models read.** Answer engines lean on sources they can cite, so being described accurately on your own site, in reviews and in industry coverage matters more than a logo. **Risks to manage** - Results vary by model and change when a model is updated, so a good result today is not permanent. Re-run the test. - Image models can imitate trademarks and the style of living artists. Check trademark and IP before publishing. - Disclose AI-generated creative. [YouTube asks creators to disclose realistic AI content](https://support.google.com/youtube/answer/14328491), [Meta labels AI content](https://transparency.meta.com/governance/tracking-impact/labeling-ai-content), and [Article 50 of the EU AI Act](https://artificialintelligenceact.eu/article/50/) sets transparency duties for synthetic content. Dates and scope differ by channel and market, so check each one. - Copyright protection for AI-generated images is limited. See the [U.S. Copyright Office's AI page](https://www.copyright.gov/ai/) before you assume you own an output. This is general information, not legal advice. --- ## Frequently asked questions ### What was the Heinz AI Ketchup campaign? It was an advertising campaign by Rethink for Kraft Heinz that asked the DALL·E 2 image model to draw ketchup in different scenes without naming a brand. The images still resembled Heinz, and the brand published them as ads and invited fans to make their own. Launch coverage dates from July 2022. ### Which AI tool did Heinz use? Heinz used DALL·E 2, OpenAI's image model at the time. Prompts were plain descriptions such as ketchup in space, ketchup as a superhero and a Renaissance painting of ketchup. No brand name was typed into the prompt, which is the whole point of the idea. ### What results did the Heinz AI ketchup campaign get? The campaign entry reports earned impressions worth more than 2,500% of the media spend, social engagement 38% above earlier campaigns, and coverage in Fast Company, Bloomberg, TechCrunch and Forbes. Impressions are reported as over 850 million in one source and over 1.15 billion in later ones. These are the entrants' own figures. ### Can small brands copy the Heinz AI ketchup idea? Not the result, but the method. Heinz relied on more than a century of consistent packaging and colour. A small brand should run the same test, see what the model produces for its category, and then build a distinctive visual or phrase that models and audiences can learn to associate with it. ### How do I check whether AI mentions my brand? Ask ChatGPT, Gemini, Claude and Perplexity the questions your customers ask, with no brand name in the prompt. Record whether your brand appears, where it ranks in the answer, the sentiment and which sources are cited. Repeat each prompt a few times and track the results monthly. ### Do I need to disclose AI-generated advertising? Often yes, depending on the platform and the law. YouTube asks creators to disclose realistic AI-generated content, Meta labels AI content on its platforms, and the EU AI Act sets transparency duties for synthetic media. Check the rules for each channel and market before you publish. This is not legal advice. ### Is a Heinz-style AI test the same as AI brand visibility tracking? It is the earliest well-known example of the idea. The Heinz test asked what a model produces for a generic prompt. AI visibility tools now automate similar checks across several answer engines and report mentions, citations and sentiment over time. ## Sources 1. [Heinz: Re-connecting with young consumers (awards case study)](https://www.thedrum.com/awards-case-study/heinz-re-connecting-with-young-consumers), The Drum. Accessed 2026-10-28. 2. [A.I. Ketchup (campaign entry)](https://www.adsoftheworld.com/campaigns/a-i-ketchup), Ads of the World. Accessed 2026-10-28. 3. [Asked to draw ketchup, even A.I. chose Heinz](https://musebyclios.com/advertising/asked-to-draw-ketchup-even-a-i-chose-heinz/), Muse by Clio. Accessed 2026-10-28. 4. [Heinz: A.I. Ketchup (Creative 100)](https://www.warc.com/content/article/rankings-creative/heinz-ai-ketchup/en-gb/154278), WARC. Accessed 2026-10-28. 5. [A.I. Ketchup (Applied Arts winners)](https://www.appliedartsmag.com/winners/advertising/a-i-ketchup-w579/?year=2022), Applied Arts. Accessed 2026-10-28. 6. [Brand Radar](https://ahrefs.com/brand-radar), Ahrefs. Accessed 2026-10-28. 7. [Article 50: Transparency obligations for providers and deployers of certain AI systems](https://artificialintelligenceact.eu/article/50/), EU Artificial Intelligence Act. Accessed 2026-10-28. 8. [Disclosing use of altered or synthetic content](https://support.google.com/youtube/answer/14328491), YouTube Help. Accessed 2026-10-28. 9. [Labeling AI content](https://transparency.meta.com/governance/tracking-impact/labeling-ai-content), Meta Transparency Center. Accessed 2026-10-28. 10. [Copyright and Artificial Intelligence](https://www.copyright.gov/ai/), U.S. Copyright Office. Accessed 2026-10-28.