Heinz pits tomato sauce against ketchup in a new challenge
Heinz is promoting the texture of its ketchup in its ‘Thicker is Better’ campaign, asking Australians to write ‘sauce’ with tomato sauce and ‘ketchup’ with ketchup to see which one doesn’t drip.
The campaign, created by Channel T and Hogarth, has engaged influencers including Angry Dad, Josh Carroll and Dylan Orval to do the test.
Research found 70% of Australians didn’t know the difference between tomato sauce and tomato ketchup, with Heinz making it a goal to ensure Australians know sauce and ketchup are not the same thing.
Celebrity chef Ben O’Donoghue is the face of the television campaign as he completes the challenge and explains how Ketchup’s thickness makes it different.
Elkin Jackson, commercial president of Kraft Heinz, said: “This commercial is the ultimate show of confidence for our iconic Heinz Tomato Ketchup We truly believe that our thick, rich tomato ketchup makes anything you have with it taste better and we encourage all Aussies to do the sauce or ketchup test for themselves.”
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As an Australian I would never buy anything called ketchup. I don’t mind if our pollies are foreign citizens, but there should never be ketchup at an Aussie BBQ. Never.
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A very ‘Aussie-Trump’ statement. Nothing like a bit of nationalism over a globally recognised brand.
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Recognising that I live in Australia and that this country is (thank goodness) different to other nations does not make me pro-Trump. I love this multicultural land, am going to vote “yes”, hate Pauline Hanson and think Trump is a fool. I will also not call my mobile a cell phone or think in terms of fahrenheit. In fact in Sydney today it is hotter than a dead dingo’s donger. I will, however, refuse to put ketchup on my meat pie. Flat out refuse.
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I’m an Aussie, and I love Ketchup ever since I was introduced to it. I’d definitely enjoy it at an Aussie BBQ, on my meat pie, or chips. I certainly think its your prerogative to refrain from enjoying it, but to state in your original post that, “there should never be ketchup at an Aussie BBQ. Never” calls into question the Aussie pride of those of us Aussies who prefer a bit of diversity in our condiments. I plan to keep having it at my Aussie BBQ, just like I plan to cook over charcoal and not LPG.
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Would someone please explain how you taste thickness?
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There isn’t any difference, they are the same thing.
“Tomato sauce” in the US is something you put on pasta.
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Doesn’t Heinz make regular old tomato sauce as well, under the “Big Red” brand? Aren’t they just cutting their own lunch? (no pun intended)
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My wife and i have been querying Ben O’Donoghue in the ad. Have hey deliberately tried to make him look thick in this ad? Is it part of the subtle humour? If not, whomever was in charge of art direction and the talent dress/makeup/hair needs debriefing … i also agree un-Australian to eat Ketchup. Sauce all the way !!
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I think my videos demonstrate how.
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I’m not sure what’s thicker?
The Ketchup or the agency that created this lame, pointless ‘infomercial’ that tries to convince me that this sauce – like every other – is “packed full of tomatoes”.
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It’s so weird, I’m actually on this website as I was googling as to whether that it actually IS Ben in the ad.
He looks like a bogan thick piss-take of himself!
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Well how about that. Decided to check out the difference on the Heinz Australia site. 170g versus 168g. Who knew 2g could make such a difference?
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It’s a false dichotomy. Ketchup is NOT the same as Tomato Sauce – it includes onions and other spices which TS does not.
So why is Heinz comparing them? To create a market, using a “celebrity” who is obviously as thick as the sauce he is pushing.
Another irritating ad that just doesn’t stack up.
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The so-called Thicker is better advertising is absolute rubbish and false. I have made an official complaint to recall the airing of the commercial. I purchased a bottle today and tried it at home and sure enough, the ketchup runs off the plate like any other sauce. Poor consumers, tricked again. Whatever it takes to make a sale.
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