FeaturedMarketingThe Work

Heinz Arabia turns football fan into human billboard

He’s dressed in red and white, he’s hidden in the crowd, and he’s calling on football fans to find him.

It’s here! Marcomms360 – Predictions 2023 is Campaign Middle East’s flagship annual event and a must-attend for anyone who wants to be prepared for the year ahead. The full-morning conference takes place on December 8 in Dubai. Book your tickets now before they sell out.

Heinz is becoming the most searched-for name of the season thanks to unlikely hero, Thomas Heinz, who is currently in Doha, attending the most sought-after matches, and mingling with fans while wearing a jersey with his name on it.

Why are people trying to find him? Because Thomas Heinz is offering exclusive merchandise along with a grand prize worth QR 10,000 to those who manage to spot him in the crowd – a stunt reminiscent of the classic ‘Where’s Waldo?’ series that’s transforming Doha into a giant treasure hunt for visitors.

Thomas Heinz was approached by Heinz Arabia to attend football’s biggest event on behalf of the brand through this cheeky yet impactful stunt that’s successfully getting the Heinz name inside the stadium and around the premises. Rather than spending on traditional advertising, Heinz Arabia turned to the social community and found one of thousands of people named Heinz who can represent the iconic brand and hijack the football conversation.

From an ordinary life in Hamburg, Germany, Thomas Heinz has become a human billboard for Heinz Arabia and has found himself at the center of arguably the biggest non-advertising advertising stunt of the season.

Thomas Heinz has stated “I never thought my name would go viral. I mean, I’ve been referred to as Heinz Ketchup pretty often as a joke. But this… this is really something else. This is real. It’s a once in a lifetime kind of experience.”

To find out more on his whereabouts, fans can search his hashtag #FindHeinz and follow his account @thomas.heinz22 on Instagram to win with him.


Agency: FP7McCann Dubai