São Paulo studio, Black Madre, helped Heinz reveal its biggest secret… real tomatoes.

Who could imagine that the brand makes its ketchup from just tomatoes and five other natural ingredients? In a comedic campaign, the brand shows how you can make its ketchup in your kitchen, and the studio translated this into eight stylised posters.

Intended to convey the organic origins of Heinz, the campaign promotes the fact that Heinz plants and cultivates its tomatoes to the highest agricultural standards to deliver the perfect flavour. And to prove this, Africa DDB invited Black Madre to produce the key visuals, posters, and graphic trade material to spread this idea and create the biggest tomato farm ever.

Throughout the campaign, Black Madre’s artists brought to focus the main ingredient that makes the flavour known and praised by consumers. With a mix of colours and texture, people can understand what the intention of the campaign is with just one look.