Heinz ketchup is borrowing from beer advertising for its latest campaign, which launched Wednesday across Canada.

Inspired by the contentious (?) debate about whether ketchup should be served cold or at room temperature, Heinz and Rethink have created bottles with special labels that turn blue when the bottle reaches a certain temperature. Heinz said a survey of Canadians found that nearly half feel the only way to consume ketchup is cold, though nearly 20% said it should be room temperature.

Limited-edition bottles of Heinz Cold Ketchup featuring the temperature-activated labels will be given away on social media.

“Ketchup fans looking to get their hands on a special-edition bottle of Heinz Cold Ketchup are encouraged to check-out Heinz Canada social channels, where Heinz will be giving away 100 bottles with the temperature-activated label,” said Jacqueline Chao, senior brand manager, brand communications, Heinz.

The cold label bottles are being promoted through social content on Twitter, TikTok and Instagram, as well as outdoor in Toronto’s Yonge-Dundas Square.

“While beer ads typically dominate the summer months, Heinz ketchup is on nearly every patio, and as the most recognizable glass bottle, we saw a natural opportunity to own patio season by taking tropes from beer ads in a clever, iconic Heinz way,” said Chao.

“We are consumer obsessed, which means putting creativity and culture at the forefront of everything we do coming out of the Kraft Heinz transformation. In this case, we are leaning into this relevant, cultural debate and providing consumers the tools to participate and decide for themselves.”