Since forever, ketchup lovers have struggled to get to the bottom of their Heinz bottles. We thought we had solved the problem with the introduction of the world’s first upside-down squeeze bottle. But we were wrong. Oh so wrong. Turns out, 43% of people store our upside-down squeeze bottle, upright. And 83% of them still struggle to get the very last drop.

The bottle prototype was created as a means to solve this dilemma once and for all, and give ketchup fans the ability to enjoy more of what they love – Heinz ketchup!

And the best part? Our prototype is 100% recyclable.

We decided that well, since one lid wasn’t enough, let’s make two! So now, there’s really no way to store or squeeze your ketchup wrong. Both sides, are the right side.

It’s as simple as that.

The double-lid bottle is a silly solution to a silly problem, but it works! And the best part? Our prototype is 100% recyclable.

We showed the world how ridiculously easy it is to use our bottle by creating a double-lid bottle. The campaign increased awareness among Heinz customers about the proper way to store and use the iconic bottle and positioned Heinz as an innovative brand that listens to its customers.

Our brand released a story globally on March 31st to create intrigue about a new bottle design. As there was no specific business announcement or hard news, we adopted a multi-layered approach to our comms strategy, utilizing paid, earned, owned, and shared channels. Our hyperlocalized content was translated into nine languages and curated to resonate in target markets and across different content formats. We engaged broadcast partners to develop a bespoke broadcast advisory package and tailored B-roll footage, while also enlisting a global news wire to spread the news far and wide. By leveraging our global network, we were able to develop local stories and angles to amplify the news globally. Overall, our strategy focused on maximizing reach and engagement through a multifaceted approach to effectively generate buzz around our brand.

The prototype was launched across the Middle East from April onwards and ran for a total of four weeks online. We also ran a social competition using our double filter for people to win their very own Ketch-Up & Down bottle. We also created branded content, posters and received a whole lot of influencer engagement via their social handlings.

372% Engagement volume increase

244% increase in Reach

12.8% AER

900% Search Query Increase

430+ pieces of coverage. Most media coverage on a Heinz Arabia campaign to date.

100% positive message

4bn+ audience reach

42,613 conversations. Most talked about Heinz product in MENA history.

Earned tier 1 coverage across 30+ markets around the world, including the likes of China, US, UAE, UK, Spain, Switzerland, Austria, Germany, and Italy to Korea, India, Singapore, Indonesia and Malaysia