HAPPY BIRTHDAY TO HENIZ
This year is Heinz 138th birthday which is a big celebration of the popular brand with long history. When people talk about Heinz, the first word that will pop up in their mind is tasty. Heinz has a strong image with his bright red color. He is also the linkage between two different kinds of food which gives us the aftertaste with the delicacy.
SKETCH UP, MATCH UP AND CATCH UP
Think of the word of “ketchup”, I found out it sounds like “catch up”. Afterward, I continued with this interesting insight and generated three meaningful taglines, which are “Sketch up”, “Catch up” and “Match up”. Color, taste and mood which are the characteristics of Heinz are also relevant to these three interesting taglines.
Sketch up is the zone for people to sketch up their delicacy with ketchup on the monitor, which is the idea to show the surprising color of Heinz. It is a zone for the families especially for children to have interaction with ketchup.
Heinz helps us to match up all different kinds of food, even it looks no linkage between the foods. Through using the lift, audience can see two different kinds of ingredients are showed in two-lift door separately with question “Who help you match up?”. When the doors open, audience will see a dish which is made by that two ingredients with ketchup. There is no answer by words but pictures with strong visual impact.
138 kinds of delicacy from different countries would be shown on the long escalators and people can catch it up with holding the railway. It is not just the action of “catch up”, people can also scan the picture of the delicacy by using their mobile apps with AR code to “catch up” their dishes and get the menu of those 138 dishes.