Heinz launches ‘Looks Familiar’ campaign to highlight ‘iconic duo’

Heinz has launched a new global campaign, ‘Looks Familiar’.The campaign is built on one realisation – fry boxes in restaurants across the world are shaped just like the brand’s Keystone logo.

Running in eight markets including the UAE, the campaign highlights the inseparable pairing of fries and Heinz Ketchup, reminding fans that not just any ketchup will do. The brand notes that while fries are the most ordered food item globally on Uber Eats and a staple on more than half of all restaurant menus worldwide, they are not always served with Heinz.

“While the insight behind this global idea is a simple one, the Heinz brand’s connection to fries is iconic and universal,” said Nina Patel, Vice President, Global Heinz Brand at The Kraft Heinz Company. “No matter where you are in the world, ‘Looks Familiar’ spotlights the truth that famous fry boxes everywhere are shaped just like our distinctive signature keystone – proving that fries don’t just need any ketchup, they need Heinz.”

Created in collaboration with North American creative agency Rethink, the integrated campaign is supported by out-of-home placements in key markets, long-form video, shoppable digital integrations, paid social across Instagram, X and TikTok, influencer content and PR. In selected countries, Heinz has also partnered with Uber Eats to offer half off a bottle of Heinz Ketchup with fry orders, reinforcing the link between the two.

 

View this post on Instagram

 

A post shared by Heinz Arabia (@heinzarabia)

In the UAE, the campaign was rolled out with Arabic adaptations for outdoor placements, with the support of PHD UAE, as well as on social media through Instagram and TikTok. It was further amplified by PR through Current Global MENAT. The campaign video itself also features Dubai as one of the highlighted locations.

Looks Familiar is the brand’s latest global activation following the 2023 launch of Heinz’s unified brand platform, It Has To Be Heinz, which celebrated the emotional connection fans have with the condiment and marked the company’s first global creative strategy in its 150-year history.

Credits
Creative agency: Rethink