48% of Heinz customers have had ketchup accidents - one of Heinz’s most unforgiving customer pain points. While we can’t prevent mishaps, we can cover them. Inspired by 57 real incidents found on social media, we launched a comprehensive insurance program offering loyal customers coverage against 57 ketchup mishaps. Our awareness campaign called customers to visit heinzketchupinsurance.com and phone a 24/7 hotline to make a claim from one of 57, receiving services, like laundry, if successful. By addressing a common customer pain point in a playful and rewarding way, we got customers to act and submit unique ketchup insurance claims.

Heinz Ketchup Insurance thrived by understanding UAE and KSA markets and addressing key cultural and market factors. It tapped into the region's high-stress, fast-paced reality, where insurance is increasingly in demand. Our campaign offered lighthearted relief from this common annoyance, the dreaded ketchup mishap that 48% of Heinz customers have experienced, transforming everyday frustration into amusement and a deeper brand connection.

Our campaign also leveraged the region's social media savviness. Many residents document their ketchup catastrophes online. Heinz turned this into a brand loyalty exercise by encouraging participation in the campaign through social media. This capitalized on existing online trends and fostered a vibrant ketchup catastrophe community.

The campaign also addressed pressing market realities. Heinz faces a lot of competition in the local ketchup market, where numerous competitors undercut it in price. With rising living costs threatening Heinz, a more premium ketchup brand, some consumers are shifting towards cheaper options. The coverage offered a valuable benefit (cleaning compensation), helping maintain customer loyalty by providing a solution to a real concern. Setting Heinz apart in the crowded ketchup market, this program grabbed attention and cemented brand differentiation with its playful yet serious approach.

The campaign also catered to the fast-paced culture by offering rewards like cleaning help through MyBenefits, a popular app - a perfect fit for busy lifestyles. This focus on convenience further solidified Heinz's position as a brand that understands its customers.

By leveraging cultural insights and addressing market realities, we effectively strengthened Heinz’s position in the region.

Recognizing that ketchup stains are a significant customer pain point (nearly half of Heinz customers have experienced one!), and with social media overflowing with fans documenting their messy mishaps, Heinz sought to launch a campaign to address these concerns with a positively humorous solution and solidify brand loyalty in the incredibly competitive UAE and KSA ketchup market. The objective was twofold: to retain and reward existing customers for their unwavering love for Heinz and to build stronger connections through a unique, entertaining and engaging campaign that showed fans that they should continue to choose Heinz ketchup – worry-free (and hopefully stain-free)! And so, Heinz Ketchup Insurance was born. Because if it’s worth the risk, it has to be Heinz.

Turning messy moments into brand love, Heinz Ketchup Insurance tackled a universal truth – ketchup mishaps. Inspired by 57 real disasters found on social media (48% of fans can relate), we empowered customers to become active participants by claiming their rights as ketchup lovers. Through heinzketchupinsurance.com or a 24/7 hotline, ketchup crisis victims could file claims for relatable but humorously-named scenarios like “The Fountain”, where the claimant applied too much pressure while opening a sachet of Heinz ketchup, causing it to squirt out unexpectedly. With successful claims, Heinz righted these customers’ wrongs by providing services like laundry assistance, up to 1,000 AED ($300) in value. This humorous campaign not only addressed a customer pain point but also transformed passive ketchup consumption into a fun, interactive, and rewarding brand experience.

The strategy for Heinz Ketchup Insurance began with extensive data gathering to identify common consumer frustrations regarding ketchup spills, shaping our understanding of the target audience - essentially anyone who has experienced such mishaps. This included families, professionals, and individuals across demographics, emphasizing the universal appeal of the campaign. Our approach integrated direct engagement through a 24/7 hotline and a dedicated website, combined with widespread social media interaction to maximize reach and user participation. The call to action was clear: engage with the campaign by sharing personal spill stories and utilizing our platforms to file claims. This strategy not only addressed a common nuisance but also transformed it into a relatable and engaging brand experience, deepening consumer connections and enhancing Heinz's image as an innovative, customer-centric brand.

Launched in February (still ongoing) in the UAE and KSA, Heinz Ketchup Insurance utilized a multi-touchpoint campaign. We collaborated with Kraft Heinz legal to create an official claim application form on a dedicated website heinzketchupinsurance.com.

To drive awareness and traffic, we used a mix of online and offline channels: eye-catching OOH ads, limited edition Heinz bottles, social content #heinzketchupinsurance, and a toll-free claims hotline (800-575757) – one of the longest branded audio experiences.

We also created 57 illustrated posters showcasing 57 customer-inspired ketchup mishaps, displayed at popular Dubai restaurants. The illustrations also appeared on Heinz Arabia social media and selected supermarket shelf labels.

After browsing / listening to 57 claims, submitting and receiving approval, claimants received laundry services and more (up to 1,000 AED) through MyBenefits, the Middle East's largest discount app.

We ensured customers could easily discover and apply for Heinz Ketchup Insurance coverage thanks to various engaging touchpoints.

The Heinz Ketchup Insurance campaign had a significant impact on business metrics, witnessing an 18% increase in value sales and a 25% increase in volume sales of ketchup in the UAE. The campaign achieved a high engagement rate with 3056 claims processed in only one month through the hotline and website, reaching 136.1 million people globally, with $23M in earned media. Engagement with the brand soared by 856%, reflecting the campaign’s appeal. Consumer behavior shifted positively, with increased proactive use of Heinz products and higher digital interaction rates. The response rate was remarkably high, reflecting strong engagement and participation. The campaign also significantly enhanced brand perception; Heinz was viewed not only as a provider of quality condiments but also as an innovative company that puts customer satisfaction at the forefront. By addressing everyday annoyances in a humorous and helpful way, Heinz strengthened its market position and deepened consumer loyalty.