Branding Studio

Ketchup Just Joined Sports?

With China hosting the National Games this year, Heinz spotted the perfect moment to join the cultural conversation but in a way only Heinz could.

Instead of creating another sports-themed commercial, they did something beautifully simple.

Heinz turned the small green tomato stems, the part most people throw away into tiny figures shaped like Olympic athletes.

What is the idea behind it?

Tomato stems are usually overlooked, but Heinz and the agency treated them as little characters waiting to be discovered. By positioning, and photographing them like athletes mid-movement, running, diving, jumping, the team transformed something ordinary into something expressive.

This small twist immediately connects Heinz to the National Games without needing big budgets or dramatic imagery. It uses a natural part of the product to tell a timely story: Heinz tomatoes are fresh, real, and full of personality. The stems already look like little arms and legs, the creativity comes from recognising that and using it to celebrate a national moment. Anyone seeing the visuals understands the reference instantly, even without text.

Our Thoughts

Designers often search for big concepts, but the tomato stem concept shows the power of re-looking at familiar materials. It also proves how effective design can be when it is playful, light and rooted in the product itself. By using an organic element instead of digital effects or heavy branding, Heinz communicates freshness, creativity and cultural relevance all at once. For designers, it shows the value of observation, simplicity, and trusting the small details.

Heinz turning tomato stems into Olympic athletes is a clever, charming way to connect a product to a national event without overpowering the moment. It’s quick to understand, fun to look at and tied to what Heinz actually stands for.