Heaven & Hell Shanghai creates playful tomato tribute for Heinz at China’s National Games
From November 9 to 21, 2025, China will host the National Games across the Greater Bay Area in Guangdong, Hong Kong and Macao. With nationwide attention expected, the event represents a major cultural moment. Guangdong is a key market for Heinz Tomato Ketchup, and while the brand is not an official sponsor, Heaven & Hell Shanghai identified an opportunity to tap into the spirit of the Games.
Heinz’s core product message is built around the quality of its tomatoes. Drawing a parallel between high-performing athletes and the carefully selected tomatoes used in its recipe, the agency created a campaign built on a distinctive visual insight: the five leaflets of a tomato resemble the human form. Heaven & Hell developed 34 tomato characters, each posed to represent one of the 34 sports at the National Games, accompanied by the line: “Every tomato that strives to win is in Heinz.”
The campaign launched on December 9 to coincide with the opening of the Games, rolling out across high-traffic media in Guangdong including high-speed rail stations, subway placements, elevator screens, as well as social platforms such as Xiaohongshu. The aim is to encourage organic sharing and national participation, with the 34 tomato athletes becoming a playful symbol of support for real athletes competing at the Games.
