50 Creative and Brilliant Advertisement Design examples - Advertising Ideas
By using the tomato as the Heinz "bottle" you know that their ketchup is fresh, and straight from the source(tomato). Also it ties into the text because they are differentiating themselves on having the freshest, most natural ketchup made out of tomatoes, which happen to be the bottle.
Very cool how they took the end of the bottle and made it look like a tomato. Gives the ketchup look to be more healthy than it really is.