Wunderman Thompson Turkey has developed a new label and Instagram filter to prevent foodservice outlets from serving imitation ketchup in Heinz bottles by identifying the exact Pantone shade of the sauce.
The development comes in response to small Turkish street food restaurants refilling empty Heinz Ketchup bottles with imitation products to attract customers. To combat this, Wunderman Thompson Turkey has matched a stripe around the Heinz Tomato Ketchup label with the exact red of the sauce using the Pantone colour scale.
Using an Instagram filter, consumers can compare the colours of the stripe and the sauce and, if the shades do not match, instantly identify an inauthentic product.
“Our goal was to put an end to this so called ‘ketchup fraud’ and create an innovative solution to help customers identify whether they were using the real deal or an imposter,” says Onur Kutluer, creative director at Wunderman Thompson Turkey.
Apparently, the launch of the new label generated 100K organic shares, 800K likes, and over 2,000 tweets, and the campaign has been named as one of AdAge’s ‘Top 5 Campaigns You Need to Know About Right Now’.
Earlier this year, Hellmann’s and Ogilvy announced the development of a smart mayonnaise jar that uses a colour-changing label to inform consumers of the optimal fridge temperature to preserve their food and reduce waste.
Meanwhile, Talon International’s StegVision app serves as an anti-counterfeit measure by reading algorithms in a label; and True Pedigree’s GenuScan technology enables users to use their smartphones to verify a product’s authenticity, as well as its point of origin and destination.
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