Research
Within the Heinz “Draw Ketchup” ad campaign, people from around the world were asked to draw ketchup. According to the ad, the drawings came out as Heinz bottles. By using these unpolished, hand-drawn images paired with the artist’s name and location, Heinz makes the ad look real and authentic, rather than like a corporate production. This is a form of astroturfing, an advertising strategy that creates the illusion of organic, widespread support. It makes viewers feel as if Heinz isn’t just a brand, but the natural, universal definition of ketchup.
The campaign also relies heavily on the mere exposure effect, a psychological principle that the more we see something, the more likely we are to view it as the default. By repeatedly showing these homemade drawings of Heinz bottles, the ads reinforce a cultural shorthand: ketchup equals Heinz. Even if a viewer doesn’t consciously register the persuasion, the repetition cements familiarity and brand dominance.
This campaign highlights a broader shift in advertising toward “authentic” content. In an era when polished corporate ads can feel less trustworthy, Heinz uses real people’s artwork to give their message a more genuine voice. The result is both nostalgic and persuasive: no matter who you are or where you’re from, when you think ketchup, you think Heinz.