For Heinz’s first global campaign since 2023, the brand aims to further cement the idea that its ketchup is the best in the world. Going live across eight global markets, this is only the second time a campaign by the brand has united all of its regions under a single creative strategy.

Two years after the unveiling of the creative platform It Has To Be Heinz, Rethink has once again relied on simple observations to reinforce Heinz’s iconic status, with the new campaign highlighting how boxes of french fries all around the world have a strikingly similar shape to the brand’s famous ‘keystone’ logo.

“While we don’t know who designed the first french fry box, it’s certain they must have been a big Heinz fan,” says Nina Patel, vice president of the global Heinz brand.

The campaign features a series of print ads that subtly demonstrate the visual connection between french fry boxes and Heinz ketchup. The work builds on previous campaigns from Heinz featuring stripped back logos and imagery, which are both visually appealing and also show off just how familiar the brand is for audiences.

The observation in this new set of ads provided the Rethink team with not only a way to tap into Heinz’s long history, but also to couple this with the most ordered food item on Uber Eats around the world – french fries, natch. This led to a collab with the global food delivery platform, developing a special offer (for select markets) whereby users can get Heinz ketchup on their order of fries, and a half-price bottle of the condiment.

Credits:
Agency: Rethink
CCOs: Aaron Starkman, Mike Dubrick
ECD: Xavier Blais
Group Creative Directors: Zachary Bautista, Geoff Baillie
Creative Directors: Jacquelyn Parent, Luiz Faria, Karine Doucet
Art Directors: Luiz Faria, Amber Arezes, Loretta Lau
Copywriters: Jacquelyn Parent, Julie Day-Lebel
Production Company/Photographer: Ale Burset