Ketch the Beat
The Insight: Heinz has been more than just a sidekick to meals for the past 150 years; it's a musical instrument. Generations of ketchup lovers have smacked, tapped squirted and squeezed Heinz bottles rhythmically to the tunes in their head at the dinner table.
The Idea: To honor this on Heinz's anniversary, we created “Ketch the Beat” — an interactive experience where you can create your own tomato rhapsody from 57 sounds of a Heinz ketchup bottle.
Once your instrumental is sounding fresh, upload it to Spotify and receive a promo code for a free bottle of Heinz ketchup. Heinz will then curate a Spotify playlist of the most popular Ketch the Beat submissions.
Heinz will promote the interactive digital experience with a series of ads for print and social media.
Our team also recorded a sound kit in the studio at Hit Central Records in North Miami with actual bottles of Heinz. The result was 57 fresh sounds curated from a bottle of Heinz ketchup. You can listen below:
We also experimented with the sound kit and produced two beats of our own:
Art Directors: Landon Watnick, Ryan Blackmon, Armon Mayo