Heinz squeezes the rules for memorable tomato-led campaign

While not an official sponsor of China’s National Games, Heinz has created a campaign that coincides with it featuring (checks notes) ‘tomato stalk athletes’.

Creative agency Heaven & Hell Shanghai has teamed up with Heinz to deliver a bit of visual storytelling in time for its China 15th National Games campaign, despite not being an official sponsor.

Recognising that the five leaflets atop a tomato resemble a person, Heaven & Hell Shanghai designed 34, yes, 34 (!) whimsical tomato characters, each representing a distinct sport from weightlifting to breakdancing.

The tagline, “Every tomato that strives to win is in Heinz”, ties athletic effort to the product’s key ingredient in a novel and amusing way.

The campaign was launched across high-traffic media in Guangdong, via subway stations, elevator screens, and social media platform Xiaohongshu, creating a viral buzz.

The campaign is a classic bit of Heinz banter, combining simplicity, shareability, and a nod to a sporting event to make one rethink the familiar.

Heinz has a history of clever, ingredient-focused campaigns (winning praise on these very pages), but the simple trick of, erm… anthropomorphising tomatoes…has helped the brand grab attention among a sea of sporting sentiment.

Much like its condiments, Heinz’s marketing tactics also stick to a successful formula.