Heinz has launched limited-edition ‘de-branded’ bottles of Heinz Tomato Ketchup and Heinz Beanz as part of a new Selfridges in-store initiative.

The retailer’s No Noise’ campaign, which launches today, features well-known brands with the name removed from their usual front-of-pack branding. Selfridges said the push was designed to focus on the quality and function of a product rather than its packaging or advertising.

To promote the concept, Heinz is running a competition on Facebook giving fans who share a Facebook post about the No Noise products the chance to win a limited-edition bottle. It is putting 57 of the 557 produced up for grabs.

The concept was a unique way to remind customers to buy Heinz, said the Heinz’s Jamie Holtum. “We’re always looking for innovative ways to engage with consumers, and launching this competition is a great way to celebrate the release of the de-branded products, and reward our Facebook fans,” he added.

The company is also re-running its ‘invisible bottle’ TV ad for two months from mid-January.