Some things are meant to be together: the sea and the sand, bread and cheese… fries and Heinz ketchup.
In its latest global campaign “Looks Familiar”, Heinz points out a design quirk hiding in plain sight: fry boxes around the world share the same keystone silhouette as the brand’s iconic logo. It’s a subtle reminder that when fries are served, Heinz belongs right next to them.
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Created by agency Rethink, the campaign takes viewers on a whirlwind trip through restaurants in Chicago, London, Tokyo and more. Everywhere, the shape of the fry packaging matches Heinz’s keystone. Suddenly, the connection feels less like coincidence and more like fate.
The brand is no stranger to tapping universal insights. From “Draw Ketchup” to “It Has To Be Heinz”, the company has repeatedly shown how deeply ingrained it is in food culture. This latest campaign lands on the same note: Heinz isn’t just ketchup. It’s the default.
Uber Eats x Heinz
To extend the idea beyond screens, Heinz teamed up with Uber Eats to keep the duo inseparable. In select markets, anyone ordering fries on the app gets the option to add a bottle of Heinz ketchup at half price. In Los Angeles, Carl’s Jr. even offered free fries and Heinz with qualifying orders.
As Nina Patel, VP of Global Heinz Brand at The Kraft Heinz Company, explained:
“What makes Looks Familiar so special isn’t just that it’s a powerful idea for the brand, but that it also has the strength to be relevant and easily scaled globally.”
The campaign is live across eight markets: the U.S., Canada, Mexico, the U.K., Brazil, Germany, UAE, and China, supported by OOH, social content on Instagram, TikTok, and X, influencer partnerships, and digital integrations.
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The magic of “Looks Familiar” lies in its universality. Fry boxes may vary slightly by size or design, but the silhouette is the same everywhere. Just like the association: fries and Heinz.
By turning this overlooked detail into a global creative platform, Heinz once again proves its genius for making the obvious unforgettable.
