Problem:

Heinz wanted to stress that their ketchup only contained tomatoes and nothing else. We felt this was such a bold claim that it deserved an extreme treatment.

      Solved:

Using a serious visual with humorous copy was enough to convince consumers that this commitment was true and it led to a mouth watering $14 million worth
of sales in 3 months as well as a Gold in the Poster/Outdoor category at the
New York Festivals.