Insight: How can we get customers involved in promoting a social media image for Heinz ketchup?

Why do people like Heinz? Tasty on many foods, consistent good flavor, most well-known ketchup brand, traditional, personalized

Using the #noshame hashtag, this project allows customers to share their experiences with Heinz ketchup in a creative and comedic way. Customers get involved by customizing their own labels using the Heinz label generator, and having these custom labels printed on bottles.