54.5%
YES
Heinz
How do you store your ketchup, upside down or right side up? Our scientists took it upon themselves to find the answer. That's when things got weird at Heinz headquarters. It seems as though the upside down....*clears throat*...we mean gravity has taken over all the packaging.
Art Direction & Copywriting: Alicia Novoa
Client
Heinz x Stranger Things
Year
2022
Since the release of our new packaging, it appears that our customers have been behaving a bit unusually. The ongoing discussion centers around the socially acceptable way of storing ketchup.
Tiktok
Battle of the
Billboards
What better way to promote our new design than with a little friendly competition!? We let customers choose which billboard to pull up to based on their ketchup placement preferences. Upside down on the left side of the road and side up on the right.
But then,
Our experts in the Heinz lab were experimenting with a way to make everyone happy when the totally purposeful malfunction occurred. Our packaging split into two dimensions. The ones who store their condiments right side up will safely reside in the normal universe. But for those who go against the rules, will experience an alternate dimension filled with supernatural tomatoes, just peel the label and flip. How strange!
You asked, we listened
The Rad Results
Turns out things are not as strange as they seem. The majority favored in positioning their bottles in the upside down... err... upside down!
Strange Socials
We took to Twitter and Instagram to tease the launching of our fully intentional new packaging.
Mouthbreathing Metrics
Our metrics were anything but upside down ;) after all, our friends don't lie.
