French fries with ketchup is one of the most iconic pairings in global consumption, and was the protagonist of an advertising campaign launched by the condiment brand Heinz in September of last year. With “Family Look?” (Sound familiar?) highlighted the similarity between its logo and the shape of the containers in which fast food restaurants usually serve potatoes. Now, it goes one step further and creates its own packaging to make it easier to enjoy its sauces.
“The Heinz Dipper”, designed together with the creative agency Rethink, is a box for French fries with an integrated ketchup compartment and designed to be able to dip potatoes in sauce anywhere. The brand presents it as the innovative and creative solution to the universal problem of not being able to enjoy the combination properly. He assures that it is born from “a universal truth shared by potato chip and ketchup lovers” and that will avoid friction and pain points in the experience of consuming French fries outside of restaurants.
In a statement, Heinz says, citing internal and external data, that 70% of ketchup and French fry lovers have spilled the condiment when trying to enjoy it outside the restaurant, and that 80% say they have considered ditching the condiments altogether due to the lack of dipping-friendly packaging options. According to the brand, “The Heinz Dipper” directly addresses those issues with a simple, intuitive and uncomplicated design.
“After discovering the striking resemblance between crisp boxes and our iconic logo, we wanted to take the next step: redesigning the classic box to make it even more appealing to Heinz lovers around the world.“said Nina Patel, Vice President of Global Brand Heinz at Kraft Heinz Company, in a statement. “As more people enjoy eating out, self-service and takeaway, the HEINZ Dipper is a fun and relevant way to innovate to connect with fans where they are and strengthen our role in their everyday lives.”.
The special packaging designed by Heinz, with a patent pending, will be launched in restaurants and sports stadiums in eleven countries: United States, Canada, Mexico, Brazil, Germany, Italy, Portugal, Philippines, Thailand, China and Kuwait. The brand has set up a specific website to publicize the locations where it will be available, including some Shmile Burgers establishments in Mexico City, in Bullguer in Lisbon, or the Fat Sal’s Deli or Devil Dawgs chains in the United States.
The company points out that the initiative marks a milestone in the growing global presence of Heinz, which seeks to continue expanding its reach while attempting to continue building the unconditional passion that consumers feel for its sauces. In addition, they point out that “The Heinz Dipper” is an example of their long-term distribution and growth ambitions in the “out of home” channel.
More info.: The Heinz Dipper
