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The copy written for this campaign targets business owners. It aims to inform them of the new packaging while addressing their multiple concerns in a very straightforward way.

The first message our eyes catch is the heading, which features an interesting choice of words. Heinz Ketchup is famous for its slogan “57 varieties”, prominently displayed on the bottle. The heading plays with this idea along with the fact that the bottle is now made of plants and they will “plant one on every table.”

Subsequently, the copy addresses one of the business owners concerns,  the consumers‘ reactions, in a clever way: not only will they feel good about eating such delicious sauce, they will also feel good about how they are contributing a little bit to the solving of the climate crisis.

On the other hand, we can also spot a clever marketing tactic if we pay attention to the information they hide. Altough the ad features prominently that the bottle is now 30% plant-based and 100% recycled, it is widely known that rarely is plastic recycled, due to how expensive and polluting it is. It is cheaper to keep making more plastic, be it plant- or petroleum-based. Therefore, the ad smartly addresses consumers’ concerns, keeping business ownershappy with their large sales.

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Analyzing the spatial mode we notice that the white space helps us to have a clear overview of the message of the ad, it creates the frames that facilitate the reading and understanding. Looking at the layout, in a logical sequence, we can see that the position and  also the size of the letters chosen for the headline, immediately directs our attention to the main message. Just below the headline, on the right side, occupying a smart space, comes the written text with some additional information.
Then we see the images, with different sizes, highlighting the central position of the ketchup bottle containing one of the main messages of the ad. The position and the distance between one image with another image shows the cohesiveness of this ad's meaning. Each image indeed has its importance, but each of the purposes of the image mutually supports other images' meaning.

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Even though this is a written/visual ad, we can still find subtle gestural indicators in the final product. The fact that the hand is small and delicately holds the plant tries to convey the idea that the brand is thoughtful and cares about the environment, represented by the plant. We could also say that the green paint spread on the top of the ketchup bottle gives an idea of slow, sure movement, meaning that the environmental steps to update their product/brand will be continuing, making sure that the plant-based recyclable bottle is just the first step.

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Analysing the typography mode of this ad, we can see some interesting points. The title is written in capital letters and in a larger size than the other texts. This, perhaps, symbolizes that the role of the title in the ad is to reforce its main message. The colours used in the typography of the text also draw attention, mostly using the colour “brown”. At this point, there is a very interesting dialogue with the most visual part of the text, as there is an evident contrast between the “brown”, present in the letters, and the “green”, in the images. The combination of these two colours, perhaps, metaphorically represents a “tree”, the very great symbol of the environment. This connection is also present at the bottom right part of the ad, where we can see this same harmony of colours throughout the text. All of that contrasts with the diagramming of the following statement present in the product: “QUESS WHAT MY BOTTLE IS MADE OF?”. Maybe, in the future, the black colour of this letters is going to be replaced to the green and brown, which perfectly matches the message proposed by the ad.

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The semiotic of the chosen colors send the message of a 'green company', which worries about the mainstream ecological issues around the planet.
The add connects the two important parts in this enviromental play: human ( hand) and the nature (green color).
It is noticed that the hand is bigger than the ketchup, and the green color is quite vibrant, sendind the ideia that the world (hand) has to turn green. The green leaves dropped the green in the ketchup bottle, making clear the company is playing its part in the green world. The very known reciclying symbol with a green leaf intead of an arrow, complements the message.
The letters have a pale tone since they are only the backaground to the picture, whom was really the point of the ad presented. However, the larger sentence together with the picture of the plant (both very close to each other, the leaf is pointing to the word 'plant'), complements the visual art.