The discovery of the resemblance between the Heinz logo and the shape of potato chip containers in some of the most popular fast food chains in the world has won the Grand Prix in the Print & Publishing category at Cannes Lions 2026. “Look Familiar?”, designed by Rethink Toronto, has received the highest recognition that has been awarded in this section of the International Festival of Creativity.

The campaign takes the baton from “Price packs”, which won the award in the last edition of the contest. Devised by Serviceplan Munich for the German store chain Penny, the campaign proposed a packaging design focused on price, in such a way that the packaging of its own brand products gave all the prominence to the cost of items such as mayonnaise, sliced ​​bread, chips or cookies. The objective was to demonstrate the brand’s willingness to keep prices low in the face of inflation.

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This year’s award-winning campaign in the category is a new celebration of consumers’ passion for the brand’s ketchup and the presence it has occupied in their lives, consciously or unconsciously, for decades. The idea materialized with a visual discovery, that of the similarity between the silhouette of the Heinz logo and the shape of the traditional potato boxes served in restaurants around the world.

“Family Look?” was designed to remind the public, in a simple but visually powerful way, that French fries need ketchup. But not just any one, the Heinz one. With a visual tour of boxes of French fries from around the world, and a simple but powerful image, the campaign reinforced the brand’s presence in one of the most iconic pairings of mass consumption, that of French fries with ketchup. An already existing emotional and cultural connection was enhanced, transcending languages, cultures and markets.

“No matter where you are in the world, ‘Look familiar?’ highlights that the famous potato chip boxes are shaped like our distinctive cornerstone, proving that potatoes don’t need just any ketchup, they need Heinz,” said Nina Patel, Vice President of Heinz Global Brand at Kraft Heinz Company, in September 2025, when the campaign launched. “In an unexpected and unique way, this campaign reaffirms the affection that generations of Heinz fans feel for this condiment, in one of the most universal gastronomic occasions.”.

Initially, the campaign was activated to communicate the arrival of Heinz to Uber Eats, so that consumers in some selected markets could get the brand’s sauce for their fries with an offer of 50% off a bottle of Heinz ketchup, thus uniting ketchup and fries around the world.

However, in the case shared by the agency, it is indicated that the intention of the strategy was also to combat the decrease in the market share of Heinz ketchup as a result of the increase in the general price of the products, inflation and the reduction in purchasing power. Thus, the mission was to change the consumer mentality from “fries go with ketchup” to “fries go with Heinz.”

“Family look?” It was executed in the United States, Canada, Mexico, the United Kingdom, Brazil, Germany, the United Arab Emirates and China with digital spots, outdoor advertising actions, digital integrations with purchase option, advertising on social networks, influencers and content creators, and print media. As shown in the case, the creatives appeared in editions of DDaily News, Boston Herald either The Boston Globe, inter alia.

Among the results of the campaign, the brand and the agency highlight 1.6 billion impressions and a 222% increase in sales on platforms in the United States.

The decision to award the Grand Prix to Heinz has been clear, according to Jessica Apellaniz, Creative Director of Wieden+Kennedy Mexico and President of the Jury for the category. “What we rewarded was not the absence of the product, but the presence of the brand. The campaign trusted the public, trusted years of consistency and trusted that a brand built over time could achieve it“he commented.”Its simplicity was not a decision of execution, but a proof of extraordinary confidence. In a year obsessed with adding more, the best work had the confidence to eliminate”.

Other Print & Publishing winners at Cannes Lions 2026

In addition to Rethink’s work for Heinz, the Jury has recognized other outstanding works in this category. Below, we highlight the two campaigns that have been awarded a Gold Lion in Print & Publishing:

“Iconic home”, by BBH New York for Dunkin’

The pieces “Original”, “French vanilla” and “Midnight” have won a campaign Golden Lion. The donut brand highlighted that its product can also be consumed at home in take away mode, giving prominence to its packaging. It was made up of photographs of the remembered container at the perfect angle to simulate a house, and placed against backgrounds of degraded skies. Spanning seven product variants, each piece evoked the times of day and seasons most suited to that flavor, reminding consumers that Dunkin’ at Home is for everyone, anytime, and for any mood.

“The trojan fax”, by BETC Paris for IUCN French Committee

The campaign used the almost obsolete fax to call on French mayors to register the green areas of their localities on the Green List of Protected and Conserved Areas. The messages were illustrations created with ASCII code and a QR code to publicize the initiative.

More info.: Print & Publishing winners at Cannes Lions 2026