New Heinz print campaign highlights ‘ketchup fraud’

Created by Rethink, the posters feature illicit-looking shots of restaurant staff filling Heinz bottles with cheaper ketchup


We’ve all been there: reaching for the Heinz bottle in a café only to find it’s a little bit sticky and used, and the red stuff inside is less thick and tasty than we might expect.

Yes, we’ve all experienced ‘ketchup fraud’, the title of a new print and poster campaign from Heinz that’s running in the US and on social media.


The campaign is created by Rethink, the Canadian creative agency that has won plaudits for its previous work for the brand, which saw both humans and AI invited to draw ketchup, only for them to instinctively draw Heinz bottles.

While the style and tone of this new campaign is different – leaning on photography and classic copy to convey its message – it continues the simple yet powerful insight that when it comes to quality and ketchup, the brand we trust is Heinz.

Agency: Rethink
CCOs: Aaron Starkman, Mike Dubrick, Daniel Lobatón
ECD: Xavier Blais
Creative Directors: Skye Deluz, Jacquelyn Parent, Fernando Hernandez
Writers: Jacquelyn Parent, Nicolas Dubois, Xavier Blais
Art director: Skye Deluz
Photographer: Ale Burset