Heinz used OpenAI’s DALL·E 2 to generate AI artwork depicting ketchup in various creative contexts without explicit brand prompts. The AI consistently produced images resembling Heinz’s iconic bottle, demonstrating strong brand association and dominance. The campaign engaged audiences with AI-generated visuals, social media interaction, and fan participation, reinforcing Heinz as the definitive ketchup brand.
- Over 850 million earned media impressions globally
- 38% higher social media engagement rate than previous campaigns
- 2,500% ROI on media investment
- Multiple marketing awards including D&D Awards 2023 and One Show 2023
Traditional marketing needed innovation to connect with Millennials and Gen Z while affirming brand leadership
Employed DALL·E 2 to create unique AI-generated ketchup images from creative prompts; integrated visuals into digital ads, social media, print, and metaverse art galleries; invited fan-generated AI content participation
- Viral marketing success with massive global reach
- Strengthened brand association with ketchup category
- Elevated brand relevance among younger consumers
- High media and public engagement
