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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.