After the huge success of our inaugural limited edition Footy Ketchup release in 2021, Unified were tasked to create an iconic sequel for the 2022 series. A wonderful opportunity to reinforce the allegiance of Heinz tomato ketchup and AFL fans.

For this year’s limited edition Footy Ketchup our idea was bold and simple – generate the same excitement and passion that roars through AFL stadiums, as die-hard fans sing their team’s club song loud and proud after a win.

To ensure we were connecting with consumers on a genuine fan basis, we amplified those iconic ‘one liner’ chants through bold and daring typography.

We utilised the Heinz typographic style guide to help generate volume, energy and excitement cohesively across all packs. A selection of fonts, variations in scale and accents of colour helped us capture the unique spirit of each team and their anthem.

Ensuring we retained iconic elements of Heinz Ketchup, we found a clever way to customise the quintessential Heinz tomato-vine, turning our red tomato into the red Sherrin football. The two icons interchanged seamlessly and further reinforced the affiliation between Heinz Ketchup and AFL.

Taking this bold look and feel as our inspiration, we explored how this visual language can live off pack and be rolled out to a launch campaign as well as promotional items for the fans, such as pins.

The result, a bold typographic expression of Heinz Ketchup and AFL that created a true collectable series, with every passionate fan’s voice amplified on each pack.