The Heinz advertisement also contains a large amount of ethos. This advertisement uses ethos to show the credibility of the ketchup and how the ketchup’s main ingredient is its tomatoes. By stating “No one grows ketchup like Heinz” they are stating that their ketchup uses natural and fresh ingredients, unlike many competing brands. In this way Heinz is stating that their product is one of the best tomato sauces. Food companies as large as Heinz have an authoritative voice when it comes to food products. Another way that ethos is used is right on the bottle where it states that it was established in 1869; that is 144 years of successful business. Heinz knows that customers need a company to trust and they put their proof on every label. All these examples of ethos add to the credibility and effectiveness of the advertisement.