Heinz superfans who want the color of ketchup in their sights at all times will be lining up to order Red HTK 57, a limited-edition paint color now available for sale through British home decor site Lick.
“Lick have meticulously developed a unique blend of pigments in their one-of-a-kind, technologically advanced paint formula that is the iconic Heinz Tomato Ketchup color when it dries,” Heinz said in announcing the project. “So, sauce obsessives can enjoy decorating their walls and furnishings … in addition to their plates.”
You’ll have to hurry, though—they’ve only made 570 tins of the matt paint, available exclusively at Lick.com. The project was led by The Kitchen, the in-house agency for Kraft Heinz, based in London, with PR help from Wonderland and Hope & Glory.
Tash Bradley, director of interior design and color psychologist at Lick, said Red HTK 57 is designed to “subconsciously trigger our appetites, as well as a desire to chat, making it a firm favorite for social spaces such as kitchens and dining rooms, the very places you’d find a Heinz ketchup bottle.”
More pics below.