To find the simplest and most engaging way to communicate the easy-to-use top down format of Heinz tomato ketchup’s top-down bottle, we created an interactive and engaging campaign called ‘Let’s Sketchup’. The campaign found its foot-hold in the human truth that children can't resist playing with their food.
We hence created an innovative magazine campaign with magic mazes were featured in popular family magazines. The maze enticed the readers to interact with the ads. All the reader had to do was intuitively solve the maze and on overturning the page, they would discover a ketchup illustrated character on food. The interactive ads clearly showed the benefit of the easy to use Heinz’s Tomato Ketchup’s top-down bottle.
The campaign not only caught the attention of kids, but it also became an interactive fun product demonstration. The simple and engaging format helped the readers to understand the product benefit with ease.