A canny bit of marketing from Heinz, which is capitalising on the recent trend for AI art in which humans can enter random text (like ‘cat surfing’ or ‘crying egg’, for example) and a computer superbrain creates the image.

Someone at Heinz typed in ‘ketchup’ and – unsurprisingly, really, due to the brand’s ubiquity – it turned up a bottle that looked remarkably like Heinz’s. We’re presented with the image, along with a few interesting and funny variations.

It’s a simple idea, but a zeitgesty one that must have been reasonably cheap to produce (in the week KFC unveiled a 15-minute ‘1980s horror film’ about a killer pizza). And it does a solid job of explaining what might have been a tricky concept, all while re-enforcing that ‘ketchup is Heinz’.