HEINZ Introduces Customisable Ketchup Lid Made for Summer's Favourite Foods

Some ketchup lovers like a little dip with their fries, others want the perfect zigzag across a hot dog and true believers think a burger isn't finished until it's wearing a blanket of HEINZ. This grilling season, HEINZ is celebrating the many ways people around the world enjoy their favourite ketchup with the debut of the HEINZ 'Love Lid'. The bold camaign was created with Wieden+Kennedy London.

Featuring three settings – Like, Love and Crazy Love, the 'Love Lid' is the first customisable ketchup lid designed to let fans dial in the right amount of HEINZ and choose their perfect squeeze every time.

From the perfect ketchup-to-fry ratio to whether a hot dog deserves a drizzle or a full squeeze, ketchup lovers have long debated what the "right" amount of HEINZ is. Inspired by passionate online discourse, HEINZ is empowering fans to measure with their hearts for every summer favourite, allowing them to be in control of their sauce flow.

“We all experience love differently and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them,” said Nina Patel, vice president, global HEINZ at the Kraft Heinz Company. “Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ. The 'Love Lid' is an innovation that lets consumers squeeze to their heart’s content, because HEINZ has always been more than a condiment, and this summer we’re proving we have a love language all our own.”

The 'Love Lid' is the latest example of how HEINZ continues to reimagine its iconic ketchup bottle to better serve the fans who love it most. Following innovations like the HEINZ Dipper, the brand is evolving its packaging, giving fans another new way to personalise every squeeze. Available in the US and UK, the 'Love Lid' marks a milestone in the brand’s growing global footprint as HEINZ seeks to expand its reach while reinforcing fans’ irrational love for its unmistakably rich sauce.

To help fans make the most of grilling season, HEINZ is offering the 'Love Lid' as part of a limited-time bundle available exclusively here in the US and as part of a HeinzToHome.co.uk offering in the UK. Each bundle will come with one bottle of HEINZ Tomato Ketchup, one 'Love Lid' and a handout that shows the suggested squeeze based on your summer eats.