When the 15th National Games kicked off across Guangdong, Hong Kong, and Macao, all eyes in China turned to sport — and Heinz saw an opening.
Not as an official sponsor, but as a savvy cultural participant, the ketchup brand teamed up with Heaven & Hell Shanghai to ride the national wave of energy and pride.
A creative twist: the tomato as an athlete
At the heart of the campaign lies a simple, clever visual idea: the five leaflets of a tomato arranged to resemble a human form. The concept links athletic performance with tomato quality—turning Heinz’s core ingredient into a metaphor for determination and strength.
34 sports, 34 tomato champions
From rhythmic gymnastics and basketball to judo and table tennis, the agency developed 34 tomato characters—each designed in the likeness of a sport featured at the Games. Every tomato competes, trains, and strives to win, just like the athletes themselves.
The message: “Every tomato that strives to win is in Heinz.”
This powerful line ties together the campaign’s core narrative—linking everyday food and national sportsmanship. It reminds audiences that even the smallest details, like a tomato, can symbolize effort, excellence, and pride.
Where it’s running
Launched on November 9 to coincide with the Games’ opening, the campaign appears across high-traffic OOH locations in Guangdong—ranging from high-speed rail stations to elevator screens—and extends to social platforms like Xiaohongshu, driving organic conversation and national engagement.
FAQs about this campaign
What is Heinz’s campaign for the 15th National Games?
It’s an OOH campaign by Heaven & Hell Shanghai that turns tomatoes into athletes across 34 sports, celebrating China’s 15th National Games.
Where did the campaign run?
Across Guangdong, Hong Kong, and Macao in high-traffic areas like rail stations, elevator screens, and social media platforms such as Xiaohongshu.
When was the campaign launched?
The campaign debuted on November 9, aligning with the Games’ opening ceremony.
What’s the message behind the campaign?
‘Every tomato that strives to win is in Heinz’—a line connecting athletic excellence and the quality of Heinz’s tomatoes.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
