After the success of Heinzs Draw Ketchup campaign last year, where creative agency Rethink organised a social experiment that saw the participants draw Heinz bottles when asked to draw ketchup, the condiment giant has followed up the campaign with a futuristic and tech-forward next step. Using the image-generating AI system DALL-E 2, Rethink and Heinz fed prompts, such as ketchup bottle stained glass and ketchup bottle in psychedelic art, to an AI and produced some fantastically imaginative, but undoubtedly Heinz, pieces of art.
This latest development in the campaign is inspired by the recent rise of AIs popularity in all manner of creative communities online; you cant scroll through Twitter or Instagram without seeing someones latest AI-generated masterpiece, short story or, unfortunately, ape-based NFT. AI systems and online tools such as DALL-E and Midjourney have provided users with hours of entertainment in recent months, allowing people with no artistic ability or resources themselves to produce artwork seemingly pulled straight from their imaginations. Especially for those lucky few with access to the enhanced capabilities of the newly updated DALL-E 2, the results can be frighteningly good or just frightening.
LBBs Ben Conway spoke with Heinzs brand communications senior brand manager, Jacqueline Chao, and Rethink associate creative director, Geoff Baillie, to discuss how they utilised DALL-E 2 to draw ketchup, why the this brand platform showcases the strong emotional connection Heinz-lovers have with the brand, and how AI could one day be implemented anywhere theres a need to explore and create visual concepts.
Jacqueline> Last year, we conducted a social experiment and asked people around the world to draw ketchup and our hunch was proven when they all drew Heinz. We were overwhelmed by the reaction to Draw Ketchup. The positive response from consumers and the ad world not only proved the instinctual association between ketchup and Heinz at the consumer level but showcased the strong emotional connections to our brand beyond how we satisfy appetites. Heinz ketchup fans are passionate lovers of ketchup and rarely miss an opportunity to engage with the brand.
Jacqueline> Since innovation is always at the forefront of everything we do, when we saw AI image generation quickly becoming the latest viral sensation and people taking to social to discuss the alarming accuracy of AI drawings, we quickly knew we needed to test this as we did with Draw Ketchup. Heinz always strives to move at the speed of culture and this is just another example of how we push the boundaries and look for ways to engage our fans in first-to-market ways.
Jacqueline> Together, with the support of all our agencies, we come up with concepts and strategies that are exciting and ownable for Heinz. Thats exactly the type of work we love to create together, and having partners that can help us uncover culturally relevant moments and generate clever, groundbreaking ideas is key to continuing to engage our fans and remaining an iconic brand.
Geoff> You couldnt ask for a better partner. Heinz always encourages the most innovative and exciting ideas, and pushes us to make those ideas even better. Every campaign weve done with them has been a creative collaboration. And its not just a dream client, its a dream brand. We always strive to ground our insights and ideas in brand truths, and working with a brand as iconic as Heinz makes that easy.
Geoff> DALL-E 2s artificial intelligence was trained to recognise different art styles, objects, and compositions which lets you ask for something that never could have existed before - for example, you could have a Van Gogh painting of Marilyn Monroe in space - and it recognises those individual components and pieces them together. When it came to Heinz, we searched for ketchup bottles in different styles and scenarios - Ketchup in Space, Ketchup bottle stained glass, and Ketchup bottle in psychedelic art are a few examples. It helps to try lots of styles and scenarios to get the best variety of images.
Geoff> Everyone sensed there was something special about these text-to-image generators, especially DALLE 2s program. Before we dove into developing the AI ketchup campaign, we let ourselves have fun with the program for a little while. As we toyed around with making bizarre images, we realised how sophisticated this technology is. When it comes to integrating artificial intelligence and creativity, we think this is just the beginning.
The future is coming up fast. Anywhere theres a need to explore and create visual concepts, AI could one day be implemented. As it grows and becomes more advanced we think it'll be similar to Photoshop or 3D printing - a tech tool that helps creatives and brands to express themselves and bring ideas to life. Its already happening with artists and campaigns like ours but theres so much space for it to be applied.
Geoff> Its pretty user-friendly, so it didnt take too long to get a hang of it. But it helped to learn from AI artists and the resources the AI art community is sharing online. Its so new that it feels like the whole world is learning together. There are a lot of ways to make magic but we found that the most effective method was to start with simple prompts and go from there.
Jacqueline> Watching these unique, surreal images being created in seconds was overwhelmingly impressive. Weve long said that when people think of ketchup they think of Heinz. DALL-E 2's creations proved that no matter what we were asking or how many different variations were tested, even AI knows when it comes to ketchup, it has to be Heinz.
Jacqueline> Its hard to pick favourites because we loved them all, but of the images: the bottle in a pool, the ketchup bear and vaporwave ketchup were at the top; they all look distinctly different, while still being quintessentially Heinz. Looking at these images, were seeing a lot of Heinz(isms). Theyre not totally perfect, but whether its the keystone label or our iconic slow-pouring glass bottle, theres no question that our distinct brand elements are incorporated.
Jacqueline> We used DALL-E 2 - one of the most advanced AI image generators available. DALL-E 2 is far more advanced than many of the other AI generators that people are using, but not everyone has access to it yet. By asking our fans to tell us what other AI ketchup creations theyd like us to try out and sharing the most unique, interesting results on our social channels, were giving ketchup fans an opportunity to try DALL-E 2 for themselves.
Jacqueline> Weve long said that when people think of ketchup they think of Heinz, and now we know that something as unbiased as AI does, too. Its very clear that Heinz ketchup has strong brand affinity globally because campaigns such as Draw Ketchup and Heinz Hot Dog Pact resonate on an international level. This allows us to leverage our status as the most iconic ketchup to create innovative programs that people can connect with, keeping Heinz top of mind with consumers and in culture.
Jacqueline> At Heinz , we are always looking for ways to put creativity and culture at the forefront of our campaigns in contextually relevant ways. As part of any campaign, we look to find the right intersection between our brand and relevant culture in order to drive consumer engagement. Our goal is to insert our brands at the speed of culture and uncover unique ways to engage fans in territories that are completely ownable to Heinz. So if theres an opportunity to build on this insight further in a way that resonates with the current moment, thats definitely something we will continue to explore.
Read the original post:
How Rethink Proved Even AI knows "It Has To Be Heinz" | LBBOnline - Little Black Book - LBBonline
- Chinese national arrested and charged with stealing AI trade secrets from Google - NPR - March 8th, 2024 [March 8th, 2024]
- President Biden Calls for Ban on AI Voice Impersonations During State of the Union - Variety - March 8th, 2024 [March 8th, 2024]
- Revolutionize Your Business with AWS Generative AI Competency Partners | Amazon Web Services - AWS Blog - March 8th, 2024 [March 8th, 2024]
- Broadcom Expects AI Demand to Help Offset Weakness Elsewhere - Yahoo Finance - March 8th, 2024 [March 8th, 2024]
- Micron Hits Record High With Analysts Calling It an 'Under-Appreciated AI Beneficiary' - Investopedia - March 8th, 2024 [March 8th, 2024]
- The Adams administration quietly hired its first AI czar. Who is he? - City & State New York - March 8th, 2024 [March 8th, 2024]
- AI likely to increase energy use and accelerate climate misinformation report - The Guardian - March 8th, 2024 [March 8th, 2024]
- This Artificial Intelligence (AI) Stock Could Double, and It Is Way Cheaper Than Nvidia - Yahoo Finance - March 8th, 2024 [March 8th, 2024]
- Fake images made to show Trump with Black supporters highlight concerns around AI and elections - The Associated Press - March 8th, 2024 [March 8th, 2024]
- Artificial intelligence and illusions of understanding in scientific research - Nature.com - March 8th, 2024 [March 8th, 2024]
- Analysis | House AI task force leaders take long view on regulating the tools - The Washington Post - March 8th, 2024 [March 8th, 2024]
- Don't Give Your Business Data to AI Companies - Dark Reading - March 8th, 2024 [March 8th, 2024]
- NIST, the lab at the center of Bidens AI safety push, is decaying - The Washington Post - March 8th, 2024 [March 8th, 2024]
- Essay | AI is Coming! Tips for Staying Calm and Carrying On - The Wall Street Journal - March 8th, 2024 [March 8th, 2024]
- AI can be easily used to make fake election photos - report - BBC.com - March 8th, 2024 [March 8th, 2024]
- 5 Artificial Intelligence (AI) Stocks That Could Make You a Millionaire - Yahoo Finance - March 8th, 2024 [March 8th, 2024]
- AI could be an extraordinary force for good. So why do our politicians still not have a plan? - The Guardian - March 8th, 2024 [March 8th, 2024]
- Mapping Disease Trajectories from Birth to Death with AI - Neuroscience News - March 8th, 2024 [March 8th, 2024]
- India plans 10,000-GPU sovereign AI supercomputer - The Register - March 8th, 2024 [March 8th, 2024]
- SAP enhances Datasphere and SAC for AI-driven transformation - CIO - March 8th, 2024 [March 8th, 2024]
- Jim Cramer names companies and sectors poised to rally on the AI wave - CNBC - March 8th, 2024 [March 8th, 2024]
- The job applicants shut out by AI: The interviewer sounded like Siri - The Guardian - March 8th, 2024 [March 8th, 2024]
- Microsoft confirms Surface and Windows AI event for March 21st - The Verge - March 8th, 2024 [March 8th, 2024]
- Adobes new Express app brings Firefly AI tools to iOS and Android - The Verge - March 8th, 2024 [March 8th, 2024]
- A Google AI Watched 30,000 Hours of Video GamesNow It Makes Its Own - Singularity Hub - March 8th, 2024 [March 8th, 2024]
- Palantir CEO Karp on TITAN, AI Warfare Technology - Bloomberg - March 8th, 2024 [March 8th, 2024]
- Elliptic Curve Murmurations Found With AI Take Flight - Quanta Magazine - March 8th, 2024 [March 8th, 2024]
- 5 AI Stocks to Buy in March 2024, According to Analysts - TipRanks.com - TipRanks - March 8th, 2024 [March 8th, 2024]
- Wix's new AI chatbot builds websites in seconds based on prompts - The Verge - March 8th, 2024 [March 8th, 2024]
- Amid record high energy demand, America is running out of electricity - The Washington Post - March 8th, 2024 [March 8th, 2024]
- AI Crypto Tokens in 5 Minutes: What to Know and Where to Start - Inc. - February 26th, 2024 [February 26th, 2024]
- 'The Worlds I See' by AI visionary Fei-Fei Li '99 selected as Princeton Pre-read - Princeton University - February 26th, 2024 [February 26th, 2024]
- AI is having a 1995 moment, analyst says - Business Insider - February 26th, 2024 [February 26th, 2024]
- Vatican research group's book outlines AI's 'brave new world' - National Catholic Reporter - February 26th, 2024 [February 26th, 2024]
- Honor's Magic 6 Pro launches internationally with AI-powered eye tracking on the way - The Verge - February 26th, 2024 [February 26th, 2024]
- Google explains Gemini's embarrassing AI pictures of diverse Nazis - The Verge - February 26th, 2024 [February 26th, 2024]
- Google cut a deal with Reddit for AI training data - The Verge - February 26th, 2024 [February 26th, 2024]
- What's the point of Elon Musk's AI company? - The Verge - February 26th, 2024 [February 26th, 2024]
- AI agents like Rabbit aim to book your vacation and order your Uber - NPR - February 26th, 2024 [February 26th, 2024]
- Announcing Microsofts open automation framework to red team generative AI Systems - Microsoft - February 26th, 2024 [February 26th, 2024]
- After Nvidia's latest blowout, here are 20 AI stocks expected to rise as much as 44% - Yahoo Finance - February 26th, 2024 [February 26th, 2024]
- 1 Exceptional AI Chip Stock Investors Need to Know About in 2024 - The Motley Fool - February 26th, 2024 [February 26th, 2024]
- Nvidia briefly hits $2 trillion valuation as AI frenzy grips Wall Street - Reuters - February 26th, 2024 [February 26th, 2024]
- AI Chatbots Can Guess Your Personal Information From What You ... - WIRED - October 18th, 2023 [October 18th, 2023]
- Harvard IT Launches Pilot of AI Sandbox to Enable Walled-Off Use ... - Harvard Crimson - October 18th, 2023 [October 18th, 2023]
- Advancing policing through AI: Insights from the global law ... - Police News - October 18th, 2023 [October 18th, 2023]
- Hochul announces new SUNY, IBM investments in AI - Olean Times Herald - October 18th, 2023 [October 18th, 2023]
- Nvidia's banking on TensorRT to expand its generative AI dominance - The Verge - October 18th, 2023 [October 18th, 2023]
- AI expands from MRFs to vehicles - Plastics Recycling Update - October 18th, 2023 [October 18th, 2023]
- AI Reads Ancient Scroll Charred by Mount Vesuvius in Tech First - Scientific American - October 18th, 2023 [October 18th, 2023]
- A DEEPer (squared) dive into AI Harvard Gazette - Harvard Gazette - October 18th, 2023 [October 18th, 2023]
- Florida bar weighs whether lawyers using AI need client consent - Reuters - October 18th, 2023 [October 18th, 2023]
- Cognizant and Vianai Systems Announce Strategic Partnership to ... - PR Newswire - October 18th, 2023 [October 18th, 2023]
- How AI could speed up scientific discoveries, from proteins to ... - NPR - October 18th, 2023 [October 18th, 2023]
- AI challenge to deliver better healthcare | Western Australian ... - Government of Western Australia - October 18th, 2023 [October 18th, 2023]
- Henry Kissinger: The Path to AI Arms Control - Foreign Affairs Magazine - October 18th, 2023 [October 18th, 2023]
- Stability AI releases StableStudio in latest push for open-source AI - The Verge - May 18th, 2023 [May 18th, 2023]
- Google CEO Sundar Pichai Predicts That This Profession Will Be ... - The Motley Fool - May 18th, 2023 [May 18th, 2023]
- Frances privacy watchdog eyes protection against data scraping in AI action plan - TechCrunch - May 18th, 2023 [May 18th, 2023]
- Investing in Hippocratic AI - Andreessen Horowitz - May 18th, 2023 [May 18th, 2023]
- As Alphabet flexes its AI prowess, there's a 'new elephant in the room' for Google - MarketWatch - May 18th, 2023 [May 18th, 2023]
- The Boring Future of Generative AI | WIRED - WIRED - May 18th, 2023 [May 18th, 2023]
- OpenAI readies new open-source AI model, The Information reports - Reuters.com - May 18th, 2023 [May 18th, 2023]
- What every CEO should know about generative AI - McKinsey - May 18th, 2023 [May 18th, 2023]
- AI creates images of the 'perfect' man and woman - Sky News - May 18th, 2023 [May 18th, 2023]
- Audit AI search tools now, before they skew research - Nature.com - May 18th, 2023 [May 18th, 2023]
- 3 Reasons C3.ai Stock Could Be Your Golden Ticket to the AI ... - InvestorPlace - May 18th, 2023 [May 18th, 2023]
- Zoom makes a big bet on AI with investment in Anthropic - VentureBeat - May 18th, 2023 [May 18th, 2023]
- AI voice phone scams are on the rise. Here's how to avoid them - USA TODAY - May 18th, 2023 [May 18th, 2023]
- Amazon is building an AI-powered conversational experience for ... - The Verge - May 18th, 2023 [May 18th, 2023]
- AI speculators need to 'differentiate between actual spending and investment' and hype: Strategist - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- AI Can Be Both Accurate and Transparent - HBR.org Daily - May 18th, 2023 [May 18th, 2023]
- You're Probably Underestimating AI Chatbots | WIRED - WIRED - May 18th, 2023 [May 18th, 2023]
- AI presents political peril for 2024 with threat to mislead voters - The Associated Press - May 18th, 2023 [May 18th, 2023]
- We need AI to help us face the challenges of the future - The Guardian - May 18th, 2023 [May 18th, 2023]
- End Of Googles Dominance? Stock Gets Rare Analyst Downgrade Over AI Fears - Forbes - May 18th, 2023 [May 18th, 2023]
- Watch 44 million atoms simulated using AI and a supercomputer - New Scientist - May 18th, 2023 [May 18th, 2023]
- AI Is The New Electricity: Bank Of America Picks 20 Stocks To Cash In On ChatGPT Hype - Forbes - March 2nd, 2023 [March 2nd, 2023]
- Tech Giants Are Barreling Headfirst Into an AI Arms Race - February 20th, 2023 [February 20th, 2023]
- Bing's AI Is Threatening Users. That's No Laughing Matter - TIME - February 20th, 2023 [February 20th, 2023]