Can't Have Fries Without Heinz

Ketchup and fries belong together, but as Heinz’s market share was threatened, we needed to prove that when it comes to fries, it can’t just be any ketchup - it has to be Heinz. So, we found a truth that’s been hiding in plain sight this whole time: french fry boxes are shaped like the Heinz logo. To bring this insight to life, we went all around the world to find every last fry box, and turned them into a global, multi-channel 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.