PROBLEM :

People have celebrated Heinz Ketchup’s ‘iconic red colour’ for decades. But ketchup lovers with colour blindness haven’t been able to take part in this experience. We wanted to change that by doing something specially for them.

INSIGHT :

Heinz designed a special tinted ketchup bottle exclusively for people with red-green colour blindness, allowing them to experience ‘Heinz Ketchup Red’. 

IDEA :

On September 6th, Colour Blindness Awareness Day, we created an Instagram post using Ishihara’s “Hidden Plate” technology. The post had a hidden Heinz logo visible only to colourblind people. People who DMed us that they could see the logo got a free tinted bottle of Heinz Ketchup!