Leo Burnett used top-down approach for Heinz 'Let's Sketchup' campaign

The campaign called "Let's Sketchup" has been created to find the simplest and most engaging way of communicating the easy-to-use top down format of Heinz Tomato Ketchup's top-down bottle. Keeping in line with the fun and play element, the campaign is truly interactive and engaging in nature.

An innovative magazine campaign created with magic mazes was featured in popular family magazines. The maze enticed the readers to interact with the ads. All the reader had to do, was intuitively solve the maze and on overturning the page, they would discover a ketchup illustrated character on food. The interactive ads clearly showed the benefit of the easy to use Heinz's Tomato Ketchup's top-down bottle.

The campaign not only caught the attention of kids, but it also became an interactive fun product demonstration. The simple and engaging format helped the readers to understand the product benefit with ease.