07/01/2025
Case Study : ๐๐ฌ ๐๐ก๐๐ญ ๐๐๐ข๐ง๐ณ? ๐ฐ๐๐ฌ ๐๐ซ๐๐๐ญ๐๐ ๐ฐ๐ข๐ญ๐ก ๐๐ฎ๐ง๐๐๐ซ๐ฆ๐๐ง ๐๐ก๐จ๐ฆ๐ฉ๐ฌ๐จ๐ง ๐๐ฎ๐ซ๐ค๐๐ฒ, ๐๐ฌ๐ญ๐๐ง๐๐ฎ๐ฅ.
๐ป๐๐ ๐๐๐๐๐๐๐๐ launched on social media with images showing imposter Heinz Ketchup being served at restaurants across Turkey asking, โ๐๐ฌ ๐๐ก๐๐ญ ๐๐๐ข๐ง๐ณ?โ ๐ฏ
Bottles with the new labels were distributed to different restaurants across the country.
โ The Brand Heinz Ketchup identified the exact shade of Pantone red of Heinz Tomato Ketchup and added it to the labels of its condiment bottles in Turkey.
The red was added to the border of the label to help people detect if theyโre being served authentic Heinz Ketchup. Heinz also launched an Instagram filter for verification โ if the label doesnโt match the sauce in the bottle, itโs not the original Heinz.
โญ ๐๐๐ฌ๐ฎ๐ฅ๐ญ๐ฌ /
According to the agency, 97% of consumers were able to discern real Heinz ketchup from imitations, which resulted in a 73% decrease in non-Heinz ketchup refills and a 24% increase in Heinz ketchup usage in street food restaurants.