Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

Heinz Asks How Much You Really Love Ketchup

Brand: Heinz

Campaign: Love Lid

Source: https://www.media-marketing.com/vijesti/heinz-je-na-poklopac-stavio-pitanje-koliko-zaista-volite-kecap/

Goal: To celebrate individual preferences for ketchup usage

Claim: There is no wrong way to enjoy ketchup

Media: Walmart online store, Heinz to Home platform

Summary: Heinz launched the Love Lid, a customizable ketchup cap that lets users set the amount of ketchup dispensed from their bottles. Developed with Wieden+Kennedy London and Beta Design Office, this limited summer activation addresses the long-standing debates among ketchup lovers about how much is appropriate. The Love Lid features three settings—Like, Love, and Crazy Love—and celebrates personal rituals associated with ketchup consumption. It was available for purchase through select online platforms and quickly sold out shortly after its release.

Global

Heinz Arabia turns censorship into a punchline with tastefully placed tape

Brand: Heinz

Campaign: Tastefully Placed Tape

Source: https://campaignme.com/heinz-arabia-turns-censorship-into-a-punchline-with-tastefully-placed-tape/

Goal: To creatively engage fans by embracing censorship

Claim: Turned its cover-up into a global takeover

Media: Social media

Summary: During the 2026 World Cup, Heinz cleverly responded to censorship of non-sponsor brands by turning its cover-up into an opportunity for global brand engagement. The brand's ketchup bottle packaging mirrored the stadium's blurring of logos, allowing fans to bring the stadium experience home.

advertising censorship ketchup World Cup