This advertisement is right-brained and peripheral-route. It appeals to a higher level of thinking, where one must equate a fresh tomato to the bottle of ketchup while also attempting to lead to a long-lasting change when making a purchasing decision. Heinz, as a food product, appeals to the physiological needs of an individual while trying to stand out as a more luxurious product when compared to other brands. This advertisement specifically touches on the fact that Heinz is a natural product through both the copy, out-rightly stating so, and the graphic, utilizing a ketchup bottle sliced like a tomato. This ad targets men and women, ages 25-65 who are conscious of the food and products they provide for their families.
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