The Heinz Trade-Up, running from April 16 to April 20 allows residents the opportunity to use their unwanted ketchup sachets as currency to get a bottle of Heinz ketchup.
With a custom-designed Heinz vending machine placed at Jumeirah Village Circle, Jumeirah Beach Residence, Discovery Gardens and Bur Dubai — Heinz is giving consumers a solution to the involuntary collections of ketchup sachets in kitchen drawers.
According to a recent Heinz survey, 70 per cent of UAE residents have unwanted ketchup sachets at home, with nearly half (48 per cent) confessing they’ve got 5–10 rogue sachets cluttering their kitchens at any given moment. Respondents described the situation as downright frustrating, with 60 per cent claiming to be more likely to use the sachets if they were Heinz.
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“Heinz fans take their ketchup seriously, and their irrational love for it makes it hard to settle for anything less than Heinz,” said Passant El Ghannam, Marketing Director at Kraft Heinz MEA. “This almost always leads to a sachet stockpile they didn’t sign up for. With the Heinz Trade-Up, we’re giving fans a fun way to upgrade their sachet stash.”
For every five sachets deposited, consumers in Dubai gain a whole bottle of Heinz. The brand’s goal is to give leftover piles of ketchup a fun and useful purpose. Heinz fans can follow @heinzarabia on Instagram to keep up with machine locations and head on over with their unwanted ketchup sachet stockpile to start trading them in for Heinz bottles until stocks last.
Credits:
Kraft Heinz:
Passant El Ghannam – Marketing Director MEA
Lobna Saad – Head of Brand Build MEA
Samar Hasanin- Senior Category Manager Red Sauces MEA
Leila Azmi- Marketing Intern
Leo Burnett UAE:
Muhammad Ali – Executive Creative Director
Paurav Shah – Associate Creative Director
Jorge Oliveira – Senior Copywriter
Octavio Ojeda – Senior Art Director
Anzan Mohammed – Senior Designer
Al Ajhar Hussein – Editor
Naureen Akbar – Designer
Sally El Issawi – Content Creator
Nadim Ghrayeb – Busiess Lead
Mahmoud Jaber – Business Director
Marc Eid – Executive, Business Consultancy
Edmond Mattar – Producer Aakriti Goel – Head of Strategy
Anna Sadykova – Associate Strategy Director
Lina Ibrahim – Strategy Manager
Prodigious Middle East:
Ralph Mattar – Producer
Current Global MENAT:
Peter Jacob – Managing Director
Jude Lahham – Account Director
Riya Awtaney – Account Manager
Mai Hajouj – Senior Associate
Aastha Chaurasia – Associate
Umar Gulamnabi – Junior Associate
