Kraft Heinz Australia launches new 'Thicker is Tastier' work for Heinz Ketchup via Channel T

Screen Shot 2017-09-13 at 3.12.11 pm.jpgKraft Heinz Australia has launched its 'Thicker is Tastier' campaign for Heinz Ketchup via Channel T and Hogarth and is inviting all Australians to join the "Sauce or Ketchup" debate.

Ketchup and sauce-loving enthusiasts across the nation have been faced with the ultimate condiment conundrum, "what is the difference between tomato sauce and tomato ketchup?" and Heinz Ketchup has laid it on thick to put this dressing dispute to bed, once and for all with the Thicker is Tastier test that is being trialled by customers with proven results.


View the Angry Dad video
View the Josh Carroll video
View the Dylan Orval video
Research shows that over 70 per cent of Australians don't know the difference between tomato sauce and tomato ketchup and either believe that sauce and ketchup are one and the same thing, or that ketchup is just an American word for tomato sauce.

However, Kraft Heinz proves thick and fast that sauce and ketchup are in-fact not the same thing. Heinz Ketchup is packed full of tomatoes, which makes it thick, and when it comes to great tasting food... thicker is tastier.

With the footy finals season rapidly approaching, Heinz wants to ensure that all Aussies Upgrade to Ketchup, so that their burgers, pies, sausage rolls and buckets of hot chips, have the perfect condiment companion and #UpgradeWithKetchup on social media and online.

There have also been a number of people taking to social media who have put the Thicker is Tastier claim to the test, including Angry Dad, Josh Carroll and Dylan Orval.

Creative: Channel T
Production: Hogarth


Subtle said:

So the people taking to social media weren't paid ?

Hmmm said:

This is what happens when a market research agency does your ads.

mmmm said:


Mr Burns said:

Ketchup, Katsup
Ketchup, Katsup

... said:

And now we know why the business is out to pitch

Fully Thick Bro said:

So thick!

(And I ain't talking about the product)

Jenny Middleton said:

This is puzzling. Why is thicker tastier? Is Heinz really packed full of more
Tomatoes than Sauce? Which sauce? Wonder what's the sugar content?

An aussie said:

Fuck off with your ketchup.

Aussie said:

Buy Australian, check where it's made!

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