The work from Heaven & Hell Shanghai has garnered huge praise across social media for its clever yet simplistic design.
Heinz brought a playful twist to the 15th National Games in China, held across Guangdong, Hong Kong, and Macao.
Partnering with creative agency Heaven & Hell Shanghai, the brand turned its signature tomatoes into 34 sporty characters, each representing a different event, from basketball to rhythmic gymnastics. The creative concept aims to link the precision and care behind Heinz tomatoes to the dedication of athletes.
The campaign launched to coincide with the games, appearing across high-traffic spots such as train stations, subway screens, and elevators, while also engaging audiences online through Xiaohongshu. The tomato characters became a fun visual metaphor for athletic excellence and a clever way to spark conversation.
By tapping into a major cultural moment without being an official sponsor, Heinz demonstrated how brands can celebrate national pride and connect with consumers through creativity, humor, and visual storytelling.
