Heinz is giving up its iconic ketchup label to honour Saudi Arabia’s National Day.
Launching on 19 September, this initiative was designed with the intent to allow people across the Kingdom to share their congratulatory messages in celebration of the occasion.
Heinz claims that this initiative was developed to express an irrational act of love to support customers in KSA.
“Going brandless as the number one ketchup brand in the region is our irrational act of love to join our Saudi consumers in celebrating the Kingdom with its rich culture, heritage, and unity,” said Passant El Ghannam, Head of Marketing at Kraft Heinz MEA.
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In place of the famous Heinz logo, the brand’s ketchup bottles will sport an empty green keystone for a limited time, offering space for shoppers to personalise their own messages of celebration.
Additionally, consumers will be able to scan a QR code displayed on billboards across Riyadh, Jeddah and Dammam to submit their National Day messages. These messages, along with the names of the participants, will be displayed on screens across the kingdom for an entire week following the launch, giving the people of Saudi a space to express their pride and love for their country.
El Ghannam said: “Heinz is excited to offer our famous Keystone label for people to express their pride. In this unique campaign, we are letting Saudi voices take center stage. If it’s Saudi National day, it has to be Heinz.”
Additionally, Heinz will also host special in-store activations at select stores across the Kingdom. Live calligraphers will be on hand to customize bottle labels with messages of pride and love, giving customers an opportunity to create a one-of-a-kind, commemorative Heinz bottle that reflects both their personal and national pride.
