Heinz Came Up With A Genius Color Code Hack To Fight Ketchup Fraud

A lot of small restaurants fill their empty Heinz bottles with other ketchup brands. Heinz wanted to do something about this “ketchup fraud”.

First, they identified the exact Pantone code of their ketchup. Then, they added a border around their label that matched this color code. If the color of the ketchup didn’t match the label, the bottle didn’t have Heinz in it. If the colors matched, it’s Heinz.

Heinz called it “The Label of Truth”. Check it out below.

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CREDITS
Brand – Heinz
Campaign – Is That Heinz?
Agency – Wunderman Thompson, Istanbul, Turkey

Global Chief Creative Officers – Bas Korsten, Daniel Bonner
Global Design Lead – Luke O’Prey
Executive Creative Director – Ümit Taşlı

Creative Director – Onur Kutluer
Head of Art – Burak Tozkoparan
Art Director – Merve Oğuz
Copywriter – Göktuğ Hekimoğlu

Motion Designers – Kerem Korucuoğlu, Sezin Aktürk
Graphic Designer – Tuna Ersöz
Head of Production – Melis Bircan
Sr. Producer – İpek Şeşen Arabacıoğlu
Print Production – Metin Bahar

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