Heinz has launched a new global campaign under the motto “Family look?” (Is it familiar to you?), In which a visual finding that reinforces one of the most iconic pairing of mass consumption stands out: that of fried potatoes with ketchup. The brand has observed that the traditional potato boxes that are served in restaurants around the world keep a striking similarity with the Heinz logo silhouette, present in all its bottles.

The campaign, which will be deployed in the United States, Canada, Mexico, United Kingdom, Brazil, Germany, United Arab Emirates and China, is designed to remind the public, in a simple but visually powerful way, that fried potatoes not only need ketchup, but need Heinz. The objective is to strengthen an existing emotional and cultural connection, which transcends borders and eating habits.

“We don’t know who designed the first box of fried potatoes, but it was certainly a big fan of Heinz”said Nina Patel, Heinz’s global brand vice president in Kraft Heinz Company. “This campaign reaffirms, in an unexpected and universal way, the generational love that consumers feel for our ketchup.”

Strategic alliances

To amplify the message, Heinz has established an alliance with Uber Eats with which he seeks to ensure that consumers can have access to the brand’s ketchup with their fried potatoes. In selected markets, APP users will be able to acquire Heinz bottles with a 50% discount, and in Los Angeles, the promotion extends to the participating premises of Carl’s Jr., where fried potatoes and free ketchup will be offered in orders of more than 30 dollars, while exhausting stocks.

This activation responds to a relevant data: French fries are the most requested product in Uber Eats at a global level, according to its 2023 cravings report. In addition, more than half of the restaurants menus worldwide include this product, according to data from the “Flavorwise 2024” study.

With a multiplatform execution, the “family look?” Campaign? It is based on visual creativity, cultural nostalgia and brand affinity. The main spot shows, from different corners of the world, boxes of fried potatoes that clearly evoke the silhouette of the Heinz logo, without narration, letting the image speak alone.

The campaign will combine traditional and digital media, with outside presence, spots, social networks (Instagram, Tiktok, X), activations with influencers and editorial content. The execution has been developed as an action integrated by Heinz and its network of agencies, with a unified global strategy.

This launch is part of the global creative platform “has to be Heinz”, presented by the company in 2023. “Heinz’s connection with fried potatoes is not something new, but this way of telling it is. Through something everyday, we remember a deep and shared truth” “.