China is gearing up for a major celebration of sports and culture as the National Games take place from November 9 to 21, 2025, across the Greater Bay Area — spanning Guangdong, Hong Kong, and Macao. With the whole country watching, brands are finding creative ways to join in on the excitement. One standout example comes from Heinz and Heaven & Hell Shanghai, who have cooked up a clever and playful campaign inspired by the spirit of the Games.
For Heinz, Guangdong is more than just another market — it’s a key region where the brand’s signature tomato ketchup has long been a staple. Though Heinz isn’t an official sponsor, Heaven & Hell saw an opportunity to connect with audiences through the shared values of dedication, performance, and pride. The idea was to tie the brand’s passion for perfect tomatoes to the athletes’ pursuit of excellence.
At the heart of the campaign lies a simple but powerful visual insight: the five leaflets of a tomato can resemble a human form. Building on that, the agency brought Heinz’s story to life by creating 34 unique tomato characters, each one representing a different sport featured at the National Games.
Whether it’s gymnastics, swimming, or table tennis, every “tomato athlete” stands tall with the message — “Every tomato that strives to win is in Heinz.”
The campaign officially launched on December 9, just as the Games began, spreading across high-traffic areas in Guangdong. Commuters and travelers can spot the tomato athletes at high-speed rail stations, subways, and elevator screens, while the campaign also makes its way onto social platforms like Xiaohongshu, encouraging people to share and join in the fun.
With its witty blend of sport and flavor, the Heinz campaign is more than just an ad — it’s a celebration of spirit and playfulness. By turning humble tomatoes into symbols of determination and pride, Heaven & Hell Shanghai has crafted a fresh, joyful tribute that captures the energy of the Games and the heart of the Heinz brand.
