This is an interesting advertising campaign from Heinz that puts product quality at the heart of the message.

The campaign was launched to highlight the issue of ketchup fraud in cafes and restaurants, where imposter ketchup is refilled in empty Heinz bottles. The advert encouraged customers to look at the colour of the ketchup in the bottle.

A new label for the bottles was introduced, featuring a Pantone-matched stripe that is the exact shade of Heinz ketchup. Customers could compare the edge of the label to the ketchup inside, to see if it was genuine Heinz.

In many ways, there’s nothing new about asking customers to use product quality as a way of differentiating between rival products. But we thought it was an interesting approach – using colour as a reference point.

And, in a subtle way, the campaign suggests that Heinz are the market leaders. They are the brand that is considered “best” by customers. That’s why cafes and restaurants try to pass off other brands as Heinz.

Now, you might not be a global brand and a household name. But if you think your product is better quality than your competitors, why not get your customers to focus on that? It will give them a compelling reason to choose you.