What does tomato sauce have to do with athletic endeavour? Nothing. But with clever creative thinking by agency, Heaven & Hell Shanghai, Heinz has made its tomato ketchup a frontrunner for attention during China’s National Games.

The Games run from November 9 to 21, 2025 across the Greater Bay Area in Guangdong, Hong Kong and Macao. Heinz Tomato ketchup is not an official sponsor but with nationwide attention expected, the event represents a major cultural moment and Guangdong is a key market for the brand. Heaven & Hell Shanghai identified an opportunity to tap into the spirit of the Games – and seized it.

Heinz’s core product message is built around the quality of its tomatoes, so the campaign draws a parallel between high-performing athletes and the carefully selected tomatoes used in its recipe. 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 November 9 to coincide with the opening of the Games, and is running 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.