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Heinz "Sporty Tomatoes" Print Ad
Heinz "Sporty Tomatoes" print ad has won the gold award in the Print Advertising category of the Shop! Design Awards. The competition evaluates entries from innovation, practicality, aesthetics and market value, and its gold award represents the top standard of global consumer product design. Created by creative agency Heaven&Hell for Heinz, this campaign adopts innovative non-sponsor sports marketing to integrate brand values with sportsmanship.
Design Concept & Structural Features
The marketing campaign leverages a major sports event, featuring 34 tomato-themed designs corresponding to all competition categories, which were displayed in outdoor spaces including metro stations and high-speed rail stations to honor competing athletes. The creative concept links tomato quality with the spirit of hard work. The slogan "For Winning Tomatoes, It Has To Be HEINZ." conveys the brand’s strict raw material selection standards, delivering emotional resonance while highlighting product advantages. The minimalist visuals deliver strong impact and suit multi-channel distribution across offline outdoor media and online social platforms.
Exploration of Design Value
This case pioneers a new approach to sports marketing for non-sponsor brands, boosting brand communication efficiency through minimalist visuals and emotional creativity. The award recognizes Heinz’s long-standing brand heritage and Heaven&Hell’s outstanding creative capabilities, setting a new benchmark for sports advertising within the industry. Going forward, the two parties will continue to produce high-quality creative content and connect with global consumers through premium product quality and creative design.
Compete for the "Design Oscar"of Consumer Goods
The Shop! Product Design Awards are open to brand owners, agencies, designers, and teams from around the world, covering a wide range of categories including home appliances, consumer electronics, fashion lifestyle, baby products, beauty and personal care, food and beverage packaging, and communication design. The new season is now open for entries, with the submission deadline on November 30. We look forward to your participation in defining the global trendsetter for consumer goods design.
