Heinz’s ‘Label Of Truth’ Will Help Fans Find The Real Ketchup Every Time

As Heinz works to clamp down on “ketchup fraud” in the United Kingdom, creative agency Wunderman Thompson Turkey has offered up a different solution, turning the iconic ketchup label into a tool that allows fans to check if the condiment they’re buying is truly Heinz.

Dubbed the ‘Label of Truth’, the solution is based on the fact that each bottle of Heinz Tomato Ketchup shares the same exact shade of red. By comparing the color of the sauce in the bottle to the color of Heinz on the graphic, one will immediately be able to tell if it’s real or an imposter.

Ümit Tasli, Executive Creative Director at Wunderman Thompson, said customers in Turkey faced the similar problem of being served Heinz ketchup in restaurants only to find out that businesses have refilled the signature bottle with an impersonating brand instead.

To put an end to this phenomenon, the creative agency decided to come up with an instinctive and innovative “Is that Heinz?” tool that could help customers identify “the real deal” wherever, whenever.

Bottles with the new control label have been distributed to restaurants across the nation, though customers can use a downloadable Instagram filter to check against the color of ketchup in any establishment they visit

[via LBB Online and The Stable, images via Wunderman Thompson Turkey]