Asking for ketchup in a fine dining restaurant is risky. Not only are they likely to refuse, but worst of all you might offend the chef. In Spain, a country with over 270 Michelin-starred restaurants, this poses a significant problem for Heinz lovers. That's why we've invented a solution that allows them to sneak Heinz into these places without being discovered: by creating the first reloadable ring that conceals and dispenses ketchup.

Aligned with Heinz's global strategy ‘It has to be Heinz’, we created a campaign that we knew would turn heads and spark a conversation. We even reached Pepa Muñoz ¬–the President of Spain’s Chef's Federation¬– who laughingly said: "From now on, I'll pay attention to all my clients rings".

We wanted to make sure Heinz Ketchup was accessible to all our consumers, wherever they were. Through this and the brand narrative that it has to be Heinz, the Jewel Inside was born. A ring that allows its wearer to sneak Heinz ketchup into fine dining restaurants without anyone noticing. It's an elegant piece of jewellery designed specifically to be worn with class while breaking the chef's number one rule: no ketchup allowed.

It is replenished with specially designed biodegradable Heinz Ketchup capsules. Each one provides a single dose of the product, enough to perfect a delicious dish and delight even the most discerning Heinz fan. We put it to the test through an online competition in which our biggest fans won the opportunity to experience the ring and sneak it into their favorite fancy restaurant.

Heinz fans are globally known for the irrational love they profess for the brand. In the context of Spain, this is even more radical since ketchup is not as socially accepted as in other countries like the UK or the US.

Here, being an unconditional lover of Heinz is not well regarded in environments such as haute cuisine. That's why this idea is focused on capturing the attention of Heinz lovers through IG, first with a teaser and finally with a contest. At first, it was an organic content and, after we launched the contest, we worked with micro-influencers to get natural content that engaged with our audience.

First, we posted a video showing the ring and how did it work, creating expectation. Fans went wild, making it one of the most commented-on posts in Heinz Spain's history. The next day, we revealed our true message: that The Jewel Inside is real and could be theirs if they commented ingeniously on the post. The message quickly went viral, spreading through social media, press, WhatsApp groups, and other channels.

We provided several rings to micro-influencers to create content using them in restaurants or showing them off in trendy locations. The response was incredible, with hundreds of videos and photos, thousands of comments on IG, TikTok, and even Facebook (yes, we have boomer fans too).

The Jewel Inside has increased engagement by 48% with our audience and has become Heinz Spain's most organically viewed idea.

We received thousands of requests as soon as “The Jewel Inside” was launched. So many that we decided to raffle the first units among all those who commented on our post in social media.

The campaign became Heinz Spain’s #1 organic content and had more than 14 million impressions. Social engagement increased by 48%. And, most importantly, the President of Spain Chefs’ Federation (FACYRE) changed her mind about ketchup. ‘I like ideas... and this is a good one’ she said. By introducing this invention, we have initiated a conversation in which many chefs and restaurants have realized they should be more flexible with their diners' preferences. Especially because, when it comes to true Heinz fans, there's nothing that can stop them.

As a result of its success, Portugal also decided to launch "The Jewel Inside" and other countries are considering doing so in the coming months.