HEINZ, the global leader in ketchup, announced a new global creative campaign - “Looks Familiar," highlighting the remarkable revelation that fry boxes across restaurants globally are shaped just like the unmistakable HEINZ Keystone logo.
Spanning eight global markets, the campaign highlights the inextricable link between the universally loved duo, demonstrating to fans worldwide that you can’t have fries without HEINZ.
"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," said Nina Patel, Vice President, Global HEINZ Brand at the Kraft Heinz Company.
"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, they must certainly have been a big HEINZ fan.”
“Looks Familiar” is the brand’s latest global campaign since HEINZ first 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.
The campaign highlighted both real fans’ personal love affair with the brand as well as the care HEINZ products are made with.
