TOW#7: Heinz

In the advertisement for Heinz ketchup below, imagery is used to illustrate the high quality ingredients of the product. The bright, red background of the page is both an eye-catching color and plays off of the fresh tomato aspect that is intended. The main feature of this ad is the ketchup bottle made entirely out of sliced tomatoes that have the Heinz label printed on it. By forming the shape of the bottle out of tomatoes it suggests that Heinz uses only fresh and high quality tomatoes. The final part of the advertisement is that at the very bottom it says, “no one grows Ketchup like Heinz”.  This slogan uses the word, “grows” to reiterate the idea of fresh ingredients. It tells the audience that Heinz uses the best ingredients and does not make their product, but grows it. The audience of this add it adults who are conscious about the use of preservative, artificial and organic materials. Heinz creates this ad to sell products based off of their impeccable ingredients as well as educate consumers on why the Heinz has a better product than all of its competitors.  I believe that Heinz did accomplish their purpose because the add definitely draws attention to the product while representing the quality of supplies that they intended to highlight. The slices tomatoes placed in a stack are not perfectly formatted, but instead are staggered. This allows the slices to be easily seen and draws attention to them, so the audience does not mistake them for a normal bottle. By using actual tomatoes as well as the slogan, the purpose is presented in multiple ways to ensure that the audience should at least recognize the purpose through one of the mediums used.

Heinz Ketchup
URL: http://adsoftheworld.com/media/print/heinz_tomato