Everything can become the subject of a scam – even ketchup. Let’s say that you are a fan of ketchup – you are sitting in a cozy restaurant, eating your favourite dish and you reach out for the familiar bottle of Heinz at the table. That’s when you realise that what is there is not actually Heinz, but a counterfeit that has settled inside. Well, the company is addressing the problem with their new marketing campaign called ‘The Label of Truth’.
In today’s world where determining the authenticity of products seems to pose a true challenge, Heinz made a bold step to guarantee the trust of their clients. ‘The Label of Truth’ is a simple, but ingenious idea. Have you ever heard of Pantone? It’s a system for colour standardisation that matches them with a code so that customers can precisely identify them. ‘The Label of Truth’ shows the exact match of the colour of Heinz’s ketchup to the Pantone system.
The scale on the label varies from ‘This is Heinz’ to ‘This is not Heinz’, and ‘Is that even ketchup?’. Just a glance of the label is enough for consumers to be able to tell if the content of their plate is Heinz or not.
As a matter of fact, the scale of ketchup frauds is quite big. A lot of restaurants fill up their empty Heinz bottles with all kinds of things. But by sending them bottles with the new control label, the brand puts the falsification on the table so to speak. The campaign is also supplemented with other tools such as the filter for product check up on Instagram, which makes it easier for people to determine the authenticity of the product with the help of their phones.
Heinz’s company demonstrates how an innovative packaging idea can make a product more trustworthy, and that everyone can participate in the fight against fraudulent products.
Afterall, it’s not just about the ketchup. It’s about honestly, trust, and commitment to quality.