Condiments are never the star of the show. To continue as the most chosen brand, Heinz needs to establish itself as the main event.

Students were challenged to make ketchup the star of the dinner table. They were asked to create a poster series with layouts that balance variety with unity, and have a cohesive look & feel. Solutions were required to include the tagline, “It has to be Heinz.”

The student created custom illustration and lettering to honor the essential role that Heinz ketchup plays in our favorite snacks. The lettering creates the shape of the iconic Heinz 57 glass bottle.

The consistent lettering/illustration style and page layout creates a cohesive campaign.