Heinz strengthens ketchup–fries bond with global campaign

Heinz has launched Looks Familiar, a global campaign that draws attention to the resemblance between fry boxes around the world and the brand’s keystone logo. Running across eight markets, the campaign underscores Heinz’s positioning as the natural partner for fries.

The initiative is supported by a partnership with Uber Eats, which will offer promotions including half-price bottles of Heinz Ketchup in select countries. In Los Angeles, Carl’s Jr. restaurants will provide free fries with Heinz Ketchup for orders over 30 dollars, while supplies last.

Nina Patel, Vice President, Global Heinz Brand, The Kraft Heinz Company: "While the insight behind this global idea is a simple one, the Heinz brand's connection to fries is iconic and universal. No matter where you are in the world, ‘Looks Familiar’ spotlights the truth that famous fry boxes everywhere are shaped just like our distinctive signature keystone – proving that fries don’t just need any ketchup, they need Heinz."

The campaign follows data showing that fries are the most-ordered food item globally on Uber Eats and appear on more than half of restaurant menus worldwide. Despite this ubiquity, Heinz notes that fries are not always served with its ketchup, something the brand aims to address through the campaign.

Looks Familiar will run in the US, Canada, Mexico, UK, Brazil, Germany, UAE and China. The integrated campaign includes outdoor advertising, long-form video, shoppable digital content, paid social media, influencer collaborations and earned media.

It follows Heinz’s It Has to Be Heinz campaign from 2023, the company’s first unified global brand platform. That initiative marked the brand’s effort to connect emotional storytelling with its heritage of product quality and consumer loyalty.

www.kraftheinzcompany.com

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