Heinz Ketchup is made with only 6 natural ingredients, and we decided to tell that to people in the most unusual way. Not through regular media or even innovative ways. We've used the most traditional media ever, that has been there for over 140 years - ITS LABEL.

Background

In Brazil, the food industry is obliged to specify the ingredients a product contains on the back of the packaging. The problem is that usually brands put everything in tiny letters to make it harder to read and thus hide artificial ingredients that lower end price.

Idea

First, we used the product’s label itself as media, changing the 140-year-old label and replacing it by its ingredients on huge letters. Then we transformed the label into a balloon outdoor so big that it could be the first outdoor photographed by a satellite 650km away from Earth.

“Ingredients to Success: Food brand alters its distinctive assets to emphasise transparency ”

“Honest labels”

”World's largest Heinz label can be seen from space”

“When the food industry teaches”

“What if the labels were sincere?”

“Heinz inverts ketchup label and highlights ingredients”

First, the tiny letters on the ketchup bottle’s back label…

…came to the front and replaced a 140-year-old label.

Then, more than 6 million labels on supermarket shelves…

…became a 4,500 m2 legible label to everybody.

The label became bigger by 432,000% and was
captured by a satellite 650km far from Earth.