Subtle Reminders Prove You Can't Have Fries Without Heinz

This month, HEINZ has launched a new Canadian creative campaign as part of a global rollout, 'Looks Familiar,' tapping into a simple yet powerful truth: fry boxes across restaurants globally are shaped just like the unmistakable HEINZ Keystone logo. The revelation proves that while ketchup and fries are an iconic duo, not just any ketchup will do.

Dreamt up by Rethink, the 360 creative campaign demonstrates the inextricable link between the universally loved duo – offering subtle real-world reminders that you can’t have fries without HEINZ.

The French fry obsession is real, in fact they are the most ordered food item globally on Uber Eats and remain a staple on more than half of all restaurant menus around the world. Yet, while fry boxes look strikingly similar to their condiment counterpart, fries aren’t always served alongside HEINZ ketchup.

The campaign underscores HEINZ’s commitment to broadening its footprint among Away From Home and delivery partners in Canada and globally with a strategic partnership with delivery app Uber Eats. In Canada, consumers can get HEINZ for their fries on Uber Eats with an offer for half off a bottle of HEINZ Ketchup, uniting ketchup and fries across the nation.

'Looks Familiar' is supported in Canada with paid media across YouTube and Meta in both English and French, all to highlight HEINZ hiding in plain sight and the iconic pairing.

'Looks Familiar' is the latest global campaign since HEINZ introduced its global creative platform 'It Has To Be HEINZ' in 2023. Celebrating the irrational love fans have for HEINZ, this was the brand’s first global campaign in its 150-year history that unified all regions under one singular creative strategy.

"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. In an unexpected and uniquely HEINZ way, this campaign reaffirms the love that generations of HEINZ fans have for the condiment, in one of the most universal food occasions. While we don’t know who designed the first French fry box, it’s certain they must have been a big HEINZ fan.” said Nina Patel, vice president, global HEINZ brand at the Kraft Heinz Company.

“Fry boxes could come in any shape - but without exception, we see boxes around the world all in the shape of the HEINZ Keystone. It’s one thing to say 'It has to be HEINZ,' it’s another thing to prove it” said Jacquelyn Parent, creative director at Rethink.

The 'Looks Familiar' campaign and production were developed by Rethink with social media support from The Kitchen, Zeno Group on PR, and paid media support from Carat.