Heinz Creates Red Tattoo Ink in New Marketing Campaign

Red tattoo ink is banned in several countries for containing ingredients that potentially cause health problems, so Heinz came up with a solution: to make one of its own. 

In partnership with Brazilian creative agency SOKO and manufacturing company Electric Ink, the company created “Heinz Red Ink” - its own concoction of the red pigment “developed with the same care in which we choose our ingredients and make our ketchup.”  

Known most for its ketchup, Heinz saw an opportunity to create an ink that’s well in line with the condiment brand’s most prominent color. “There’s no Heinz without red, or without caring for every ingredient,” it explained in its campaign video. 

Heinz Brazil brand leader Thiago Stelle said that a quick search of photos and hashtags would reveal that Heinz fans love getting tattoos influenced by the company’s brand and products.  

“We had to do something extraordinary for them and, as a result, bring a new alternative to address the issue of harmful pigment ingredients,” he explained. 

Through the marketing campaign, the company is not only able to bring a healthier ink alternative to tattoo-loving Heinz customers, but also shine a spotlight on five Brazilian tattoo artists it tapped on to create 57 original Heinz tattoo stencils.  

Heinz will launch its new red tattoo ink soon in "the best parlors.” Meanwhile, interested customers may view and download the ready-to-use stencils on the brand’s website.  

This is not the first time Heinz developed a campaign linked to tattoos. Acclaimed singer-songwriter Ed Sheeran has openly professed his love for the brand since 2014, so much so that he collaborated with them back in 2019 to auction limited edition ketchup bottles modeled after his Heinz tattoo.