Decoding Behind the Ketchup | Heinz
Overall Score
81.94/100
Highest Focus
Focus peaked when the employee was shown in the tomato farm, following a smooth transition from a single tomato to the entire farm. (85.77 at 9s)
Lowest Focus
Focus declined during the moment when the character dipped food into ketchup. (29.70 at 18s)
Highest Clarity
Clarity was strongest during the transition from a seed to the visual of ketchup being poured. (78.26 at 15s)
Lowest Clarity
Clarity dropped when ketchup bottles were revealed, likely due to similar background colors reducing visual distinction. (40.02 at 25s)
Highest Attention
Attention peaked when the character dipped food into ketchup, creating a visually engaging moment. (81.79 at 18s)
Lowest Attention
Attention dipped when a small ketchup sachet appeared under a microscope, possibly due to abrupt visual cuts. (22.42 at 22s)
Summary
The Heinz "Behind the Ketchup" ad highlights the brand's deep passion and obsession with tomatoes, emphasizing how integral tomatoes are to their product. The ad conveys that the Heinz team constantly thinks about tomatoes—from morning to night—showcasing their dedication to perfecting ketchup. It describes ketchup as a blend of art and science, focusing on the detailed craftsmanship and design that go into creating the perfect product. Overall, the ad celebrates the brand's love for tomatoes and the meticulous effort behind making Heinz ketchup, appealing to ketchup enthusiasts or "ketchup nerds."
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Incorporating brief storytelling elements from tomato farmers or ketchup makers could deepen emotional connection, while minimalist text overlays highlighting natural ingredients would inform without distraction.
For clarity, keep the messaging minimal and precise with clean, elegant text overlays highlighting key product qualities. Visually, maintain a warm, natural color palette and smooth transitions to create a cohesive, immersive experience that draws viewers in without distraction.
