The signifier in the ad is the tomato slices placed together to form the shape of a Heinz ketchup bottle. What is signified is the notion of freshness and natural, meaning to say that Heinz ketchup is made from the organic, freshest ingredients. The copy "No one grows Ketchup like Heinz", particularly the word "grows", goes hand in hand with this idea of natural and fresh ingredients because it makes the viewers think of a farm.
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