Heinz has teamed up with paint brand Lick to unveil a limited-edition paint colour inspired by the condiment brand’s iconic Tomato Ketchup.
The paint, named Red HTK 57 and produced in partnership with Wonderland, The Kitchen, and Hope & Glory, was developed to recreate Heinz’s red colour once dried.
The announcement was released alongside a series of creatives featuring the paint colour in a home setting.
Lick director of interior design and colour psychologist Tash Bradley explained: “Red HTK 57 is such an energising and eye-catching colour, with a richness and depth that gives it a timeless appeal in the home.”
From walls and cabinets to kitchen islands and tables, the images illustrate how Heinz’s iconic brand colour can be loved as more than simply a condiment, appreciated enough by consumers to decorate their homes with the ketchup-inspired hue.
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“We love a unique collaboration and are delighted to be unveiling the limited-edition Red HTK 57 paint,” said Heinz head of comms and brand build Thiago Rapp.
“We hope our Heinz Ketchup fans will love this as much as they love our sauce and have some fun adding this iconic colour to their homes.”
Lucas London, chief executive of Lick, added: “At the heart of Lick is a people-powered decorating movement that inspires consumers to find colours that bring them joy.
“For decorating your plate, it can only be Heinz Tomato Ketchup, and for decorating your walls, it can only be Red HTK 57.”
The paint collaboration follows in the wake of a series of new ventures for Kraft Heinz.
Earlier this year, the condiment brand asked chefs to ‘choose their level’ in a campaign that followed the brand’s introduction of a pasta sauce range, in a playful Wunderman Thompson campaign that poked fun at the manufacturer’s ‘ridiculously late’ entry to the sector.
Other ventures in 2023 so far include the brand launching a Heinz and Absolut vodka pasta collaboration, establishing a consumer loyalty programme and experimenting with other product types, including a Hot Cross Bun mayonnaise.
