We heavily associate the colour red with ketchup. Unfortunately, we also associate red With Heinz.

So if you're Hellmann's ketchup, regardless of your logo or superior flavour, you're basically a walking red Heinz ad.

Hellmann's decide if Heinz own red, they need to own blue and release a Hellman's blue ketchup.

To launch their blue culinary work of art, Hellmann's take inspiration from another modern artist, Yves Klein, and trademark their own colour - Hks (Hellmann's Ketchup blue).

Billboards with sensors become public tasting spaces. The more people that sample HKB the more art created.

Hellmann's invite people to share their own accidental blue works of art. The best of stained suede couches and destroyed white t-shirts will become modern art, as they're shown as part of an exhibition alongside Yves Klein's IKB works.