In 2022, Heinz made a statement that was as bold as it was hilarious—AI knows ketchup, and it knows Heinz. In a world flooded with slick tech ads and futuristic visions, Heinz stood out by leaning into humor and the strange creativity of artificial intelligence. The brand launched its “AI Ketchup” campaign with an intriguing, unexpected twist: it turned to OpenAI’s DALL·E 2 to create AI-generated images of ketchup. And, spoiler alert, every single one looked exactly like Heinz ketchup.
It sounds odd, but that’s the genius of it. The campaign was a tongue-in-cheek commentary on Heinz’s market dominance. In a sea of condiments, Heinz ketchup is the default, the one and only. AI was asked to generate “ketchup,” and without fail, it produced Heinz’s red bottle with the signature white label. The point was simple: Heinz isketchup.
The campaign was developed by Rethink Canada, who understood that in an age where AI and technology dominate much of the conversation, the best way to show off Heinz’s legacy was to let the robots do the talking. The images that AI produced—each one with eerily similar details, from the bright red hue to the iconic Heinz bottle shape—became a playful, yet profound reminder that when people think of ketchup, they don’t just think of any ketchup; they think of Heinz.
But why does this campaign still feel so fresh in 2025? It’s because, beyond the novelty of AI-generated images, the message was spot on. AI, which has become a hot topic in every industry, was used here not to push the idea of “new” or “better” but rather to underscore a simple fact: Heinz is the standard. There was no competing brand to innovate against. The AI simply knew what Heinz looked like because that’s how ingrained the brand is in our minds.
It’s also fascinating to consider the creative process behind the campaign. Rethink Canada’s choice to tap into AI wasn’t just about being trendy—it was about making a statement. They didn’t just use AI for the sake of it. The technology allowed them to tell a story about how well-known Heinz is, using a futuristic tool to reinforce a timeless truth. The brilliance here lies in the clever combination of brand recognition with a bit of playful tech exploration. AI was a fun tool to prove a larger point, not the gimmick itself.
The campaign’s impact went beyond just the visuals, though. Heinz made sure to incorporate the generated images in a series of social media posts, print ads, and even limited-edition packaging. It wasn’t just an online stunt—it became part of Heinz’s everyday branding, reminding people of its dominant place in the pantry with every swipe.
What makes this campaign so clever is how it redefined AI in advertising. While many brands were experimenting with AI at the time, most were using it to showcase technological innovation or futuristic services. Heinz didn’t use AI to push new products or features—they used it to reaffirm their place as the original.
The results were staggering. The campaign generated massive buzz and garnered over 1.15 billion earned media impressions. It was a viral hit, with people talking about not just Heinz but also the role of AI in modern creativity. It was a perfect fusion of technology, nostalgia, and clever branding.
In hindsight, Heinz’s “AI Ketchup” campaign was ahead of its time. It tapped into the cultural conversation around AI while simultaneously reinforcing a message of brand consistency and trust. The campaign didn’t just highlight Heinz’s place in the world of condiments—it made it clear that the future of advertising could still have a sense of humor.
In a world that’s always chasing the next big thing, sometimes the smartest move is to remind everyone you’ve always been here. Catch you on the other side of the frontier. — Julian
