This advertisement promotes Heinz Ketchup. It is a brand which only uses natural ingredients

for the ketchup recipe - one of the few on the market. I for one, use Heinz Ketchup to enhance

the taste of my food and I can firmly say that it is the best brand of ketchup I’ve tasted so far. Its

taste is different - you really feel like you are eating a tomato paste and not some artificial sauce

- it has a nice consistency and I feel good by knowing that I’m not eating some additive-full

product.

The signfiers in this advertisement are the ketchup bottle - looking like sliced tomatoes one on

top of the other - , a red background and the text: “No one grows ketchup like Heinz”. By

analysing these elements, we can figure out some basic tactics of persuading the consumer to

buy this product.

Firstly, the red colour is used as a reference to the colour of tomatoes, but it is also a very

powerful colour and it will surely attract the viewer’s attention. Secondly, the tomato slices used

to shape the ketchup bottle give the impression of freshness, and together with the text “No one

grows ketchup like Heinz”, wants to emphasize the idea of natural, additive-free, and also the

fact that the ketchup is made out of real tomatoes and not out of some chemicals which together

taste like ketchup. It also underlines the fact that this ketchup is healthy. This means that

consumers who want to cut out preservatives can safely buy Heinz, as a healthier alternative to

other brands. Besides the fact that the slogan emphasises the use of real tomatoes in the

production process, it may also lead the consumer to the conclusion that Heinz is not only a

ketchup producer, but it also grows its own tomatoes for it.

The bottle made out of tomato slices is a sign of originality and it is all that the advertisement

needs to make the brand even more different - in a good way - than others.