The Risks of Drawing Ketchup

Almost everyone drew a Heinz Ketchup bottle. 97% of people did draw the Heinz brands. Apparently one person drew mustard but generally everyone drew Ketchup. The content that those people generated were used then as the campaign assets. So they had all these different drawings all recognizably Heinz and they used them on billboards and in print ads. They even printed new labels using the drawings and they sent them to consumers and to influencers with bottles featuring their labels which obviously drove more social sharing so it was quite a neat way to generate content.