HEINZ DIPPER
Brand
HEINZ KETCHUP
Entrant Agency
RETHINK
Category
Direct
Award
Bronze
Festival & Year
Cannes Lions (2026)
Case Study Details
Kraft Heinz - Heinz Dipper (Case Study) | Campaign
For decades, a massive barrier stood between fry lovers and their favorite condiment: the logistical nightmare of on-the-go snacking. With 80% of consumers skipping sauce to avoid the mess of condiment gymnastics; Heinz, a brand built on irrational love, realized that to protect the consumer experience, we had to evolve the fry box. By tracing the iconic Heinz keystone, Heinz engineered the Heinz Dipper: a revolutionary fry box with a built-in dipping pocket designed for the perfect viscosity of Heinz condiments. Launched across 12 countries and supported by a tech-inspired global media plan, the campaign transformed a functional pain point into a global phenomenon. Generating over 1 billion earned impressions in its first week and sparking a surge of inbound requests from global QSR partners, the Heinz Dipper didn't just reclaim market share, it fundamentally redefined the way the world consumes fries.
Credits:
- Client: Kraft Heinz
- Advertising Agency: Rethink
- Post Production Company: School Editing
- Public Relations Agency: Zeno Group
Presentation Board
EST? 1869
THE FIRST FRY BOX DESIGNED FOR DI
waa, eegae WEIN2 DIPPERY’
CONTEXT
The french fry box hasn't changed in decades, despite one
major flaw in the design: there is no where to put ketchup.
This flaw is a real consumer problem - leading 80% of fry
eaters to consider not eating ketchup with their fries at all
to avoid mess. Heinz had to do something.
IDEA
To reach french fry consumers directly, we created the Heinz
Dipper: a revolutionary fry box design with a built-in pocket
to hold condiments. Then launched the boxes at partner
stadiums, restaurants, and drive-thrus across 12 countries,
including 6 major US cities, reaching fry eaters during key
on-the-go occasions.
The design took its form directly from the Heinz Logo, which
provided the perfect functional shape for an integrated
dipping pocket - ensuring that the brand itself was integral.
to solving this consumer problem.
+1.1 12
BILLION COUNTRIES
+900
HEINZ VERIFIED
OPPERATOR
