How do you make the best in the world, even better? When Heinz Russia approached Cowan London, we knew we needed to remind consumers that Heinz Tomato Ketchup contains only the highest quality tomatoes. We needed to bring to life the idea that Heinz is 'closer to nature' than any other in the category.
Building on the iconic keystone and brand colour, our idea optimises the pouch format, owning more space at the shelf to take the brand back to the vine—back to its natural source. Our new design is a literal communication of Heinz Tomato Ketchup being 'Grown not Made'.
The result is a distinctive and appetising range of 7 variants that simplify brand choice, launched into the Russian market.