LOOK FAMILIAR?

WEINZ LOOK FAMILIAR? EST? 1869 HOW HEINZ PROVED THAT EVERY FRY BOX LOOKS LIKE THE HEINZ LOGO. CONTEXT GLOBAL IMPRESSIONS Everyone knows fries and ketchup belong =" together. And for decades, that ketchup has always _ + i e been Heinz. But recently, as the cost of ketchup we up, Heinz’s market share started to go down, dint e = its dominance over fries, one of the most ordered © be menu items in the world, at risk. We needed'to shift the consumer's mindset from, “fries belong with ketchup” to, “fries belong with Heinz.» . INCREASE IN U.S. IN-PLATFORM +222% SALES 100% POSITIVE REACHED 33 COUNTRIES “A SIMPLE TRUTH” TAXI IDEA ma Pa. So, we found a truth that’s been hiding plain sight , this whole time: french fry boxes are shaped like v the Heinz logo. To bring this insight to life, we went all around the world to find every last fry box, i and turned them into a global print and outdoor campaign. With one simple visual, the idea resonated across languages, cultures and markets - always proving that if it's fries, it has to be Heinz. “PLAYFUL WORK” ;, AdAge “PROVES THE ~~“ POWER OF HEINZ” b | Little Black Book “FEELS DESTINED” 5 Me EMA EK Aheamiziead yohoo! — gheguardian ae osouion gion Smit a MES CheBianitieald Che ashington Post YP Herald sun @ @cBs