Heinz’s new ketchup label is a tattoo stencil for diehard fans

The limited-edition ‘Tattoo Bottles’ are available online, promoted via a social and out-of-home campaign

Published On
Dec 05, 2023
A tattoo artist peeling off the tatto stencil from a Heinz Bottle

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Fans of Heinz have been known to get its iconic ketchup logo and bottle tattooed on their bodies over the years. But now the company is getting in on the niche trend by creating the first official Heinz tattoo stencil. And customers yearning for some branded ink can find it right on the product’s label.

In a new stunt, Heinz created the “Tattoo Bottle,” in which the traditional label on its glass ketchup bottles is replaced by a mirrored black-and-white image that doubles as a peelable tattoo-ready stencil.

Product shot of the Tattoo Bottle

“For decades we’ve seen fans go to extremes to celebrate our beloved brand,” said Jacqueline Chao, senior brand manager at Heinz, calling the new bottle the “ultimate way fans can celebrate [their] irrational love” of the product.

The idea was created by Rethink in partnership with Publicis 57, a custom team dedicated to servicing the U.S. Kraft-Heinz account, which Publicis Groupe won after a global media review in 2020. (The “57” is a nod to the number of original H.J. Heinz Company products.)

Man with a Heinz Ketchup tattoo on his shoulder

An accompanying marketing push will mainly be targeted toward a younger demographic and include a social campaign on Instagram and YouTube and out-of-home ads in New York and Chicago.

“Tattoo Bottle” is an extension of the brand’s ongoing “It Has to Be Heinz” campaign.

Out-of-home ad promoting the Heinz Tattoo Bottle

Out-of-home ad promoting the Heinz Tattoo Bottle

Out-of-home ad promoting the Heinz Tattoo Bottle

“When we found out that there were people all over the world with Heinz tattoos, we couldn’t ignore their commitment,” said Xavier Blais, executive creative director at Rethink, which was named Creative Agency of the Year on Ad Age’s 2023 A-List.

“Getting this stencil into the world was a true team effort involving tattoo artists, parlors and tattooed fans from around the globe,” Blais said.

Limited-edition ketchup bottles featuring the tattoo label were first made available on Nov. 28 on Heinz’s website. Whether anyone has (or will) peel the label off a unique “Tattoo Bottle” and use it for their next tattoo remains to be seen.


Dec 05, 2023
Client :
Heinz Ketchup
Client :
Agency :
Aaron Starkman
Mike Dubrick
Daniel Lobaton
Sean McDonald
Xavier Blais
Creative Director :
Zachary Bautista
Creative Director :
Geoff Baillie
Writer :
Nicolas Dubois
Art Director :
Claudia Barbiero
Strategist :
Julian Morgan
Strategist :
Emma Bayfield
Strategist :
Clément Martin
Broadcast Producer :
Chantal Wakil
Director of Integrated Content :
AJ Merrick
Senior Integrated Producer :
Agnes Gilchrist
Studio Manager :
Todd Bennett
Retoucher :
Kostas Loukopoulos
Studio Artist :
Carl DeVouge
Studio Artist :
Justin Chan
In-house Photographer :
Nick Greaves
Group Business Lead :
Adam Ball
Group Account Director :
Rob Dix
Account Director :
David Greisman
Account Director :
Catherine Blouin-Mainville
Account Supervisor :
Rachel Cloth
Account Manager :
Bhumika Baweja
Photographer :
Pierre-Nic Lessard
Director :
Zacharie Turgeon
Cinematographer :
Antoine Caron
Production Company :
EP/Line Producer :
Audrey Thibault
Son :
William Lamoureux
Printer :
The Gas Company
On-Site Photographer :
Poupay Jutharat
Head of Brand Comms :
Nina Patel
Director Brand Comms :
Megan Lang
Sr. Brand Manager :
Jacqueline Chao
Brand Manager :
Alyssa Cicero
PR :
Zeno Group
EVP Head of Integrated Communications :
Missy Maher
Senior Vice President :
Jamie Dammrich
Account Supervisor :
Isabella Sawyer
SVP Media Strategy :
Courtney Pischke
SAE Media Relations :
Veronica Smith
Media :

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