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HEINZ | IT HAS TO BE HEINZ | 2024

"Even AI says Heinz": how a 150-year-old brand proved its strength / HEINZ "IT HAS TO BE HEINZ"

Ask an AI to draw ketchup, and a Heinz bottle shows up on its own. Ask a person, same result. Behind the scenes at restaurants, fake ketchup gets refilled into Heinz bottles. The work that spent five years collecting proof of this blindingly obvious fact won the Creative Effectiveness Grand Prix at Cannes in 2024.