Luckily it worked out pretty well for Heinz.
"With AI imagery dominating news and social feeds, we saw a natural opportunity to extend our Draw Ketchup campaign – rooted in the insight that Heinz is synonymous with the word ketchup - to test this theory in the AI space," said Jacqueline Chao, senior brand manager, brand communications at Heinz.
“From the distinct keystone label to our iconic slow-pouring ketchup bottle, we know Heinz is unmistakable to people around the world, and we're thrilled to see even the most unbiased source recognises that when it comes to ketchup, it has to be Heinz." Heinz played around with different styles, creating some wild imagery through the Dall-E software, but that label shape remained pretty consistent throughout .
We may not be advocating for AI to be too thoroughly integrated in the design world, but we do appreciate its capabilities, and can see a place for it. If you'd like to play around with this software, see our guide to
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