US – The food brand is using artificial intelligence (AI) system Dall-E 2 to prove that it’s the go-to brand for ketchup. For its latest marketing stunt, Heinz fed the software with random ketchup-related phrases, and found that the results featured a series of sauce-inspired images with its signature branding.
It then documented the Draw Ketchup stunt in a video campaign and published imagery. In this way, Heinz demonstrates its dominance in the ketchup category, showing that it’s more recognisable than many other brands. Jacqueline Chao, senior brand manager at Heinz, says: ‘From the distinct keystone label to our iconic slow-pouring ketchup bottle, we know Heinz is unmistakable to people around the world, and we're thrilled to see even the most unbiased source recognises that when it comes to ketchup, it has to be Heinz.’
In a similar vein, we’ve previously explored how AI has been used as part of a sensory marketing campaign that merges spoken works with artistic imagery.
To create intrigue with your communications, consider how AI tools can be used to complement and enhance other sensory cues