With artificial food additives ever becoming a trendier media topic, the fact that Heinz Ketchup is produced without any ‘E’ additives represented a unique selling point in need of proper advertising. The removal of the letter ‘E’ from the iconic Heinz Ketchup label proved that less is more, and caught the eye of the customers with a beautifully crafted print advert conveying Heinz’s unique selling point in perfect manner.