Heinz has rolled out a new global campaign called “Looks Familiar” that highlights a quirky design connection: fry boxes around the world carry a striking resemblance to the brand’s signature keystone logo.
Developed by agency Rethink, the campaign’s centerpiece ad takes viewers on a fast-paced journey through cities like New York, Milan, and Tokyo, showing how the shape of fry packaging naturally echoes Heinz’s branding. The message is straightforward; fries and Heinz ketchup are a perfect match. When fries are served the only ketchup that belongs next to them is Heinz.
In certain markets, anyone ordering fries on the Uber Eats app will be able to add a Heinz ketchup bottle at half price, which is a part of their campaign extension through a worldwide partnership.
According to Nina Patel, vice president of global Heinz brand at The Kraft Heinz Company, the initiative continues the momentum of the 2023 global platform “It Has To Be Heinz”, designed to reinforce the brand’s iconic standing with consumers.
“At the heart of this work is a simple but powerful truth: fry boxes all around the world share one thing in common,” Patel said, adding that implementing a single creative idea across cultures and languages was not easy.
She explained to AdWeek that “Finding that sweet spot between a common business opportunity and a universal insight is one of the many reasons why we were so drawn to this idea from the start.”
The campaign will roll out in eight major markets: the U.S., Canada, Mexico, U.K., Brazil, Germany, UAE, and China, backed by a media mix that includes out-of-home, Instagram, X, TikTok, influencer collaborations, and earned media.
