HEINZ, the global leader in ketchup, announces a new global creative campaign – “Looks Familiar,” highlighting the remarkable revelation that fry boxes across restaurants globally are shaped just like the unmistakable HEINZ Keystone logo. Living across eight global markets, the campaign demonstrates the inextricable link between the universally loved duo, showing fans all over the world that you can’t have fries without HEINZ.
The french fry obsession is real, in fact they are the most ordered food item globally on Uber Eats¹ and remain a staple on more than half of all restaurant menus around the world.² Yet, while fry boxes look strikingly similar to their condiment counterpart, fries aren’t always served alongside HEINZ ketchup.
In selected markets, consumers can get HEINZ for their fries on Uber Eats with an offer for half off a bottle of HEINZ Ketchup, uniting ketchup and fries across the globe.
The integrated campaign will live across HEINZ U.S., UAE, Canada, Mexico, UK, Brazil, Germany and China to offer subtle reminders that when it comes to french fries, it has to be HEINZ. The global campaign is supported by out of home advertising in top global markets, long form video, digital shoppable integrations, paid social media across Instagram, X, and TikTok, influencers and earned media, all to highlight HEINZ hiding in plain sight and the iconic pairing.
“Looks Familiar” is the brand’s latest global campaign since HEINZ first introduced its global creative platform “It Has To Be HEINZ” in 2023. Celebrating the irrational love fans have for HEINZ, this was the brand’s first global campaign in its 150-year history that unified all regions under one singular creative strategy. The campaign highlighted both real fans’ personal love affair with the brand as well as the care HEINZ products are made with.
