The Heinz Ketch-Up & Down gave fans a taste of what the Heinz brand is all about – ketchup and people. The revolutionary bottle has two lids that allow for easy squeezing no matter which way it is stored. The bottle launched on April Fools’ Day via social platforms with both branded content and influencer engagement. But the people wanted to taste test the bottle for themselves, which we made possible through a social competition that began with an Instagram filter that doubled literally anything. Soon, fans flooded our feed with entries for us to choose our lucky bottle winners.

The fact that such a foolish problem got its own equally foolish solution, was a unique take that no other brands have done. The bottle does provide traditional Arab’s – typically the older generation – in the Middle East who may not read English fluently a way to ensure that they always store the bottle the right way. Well, any way is the right way. But definitely no more trips to grandma’s house to find the bottle placed wrongly.

Since forever, ketchup lovers have struggled to get to the bottom of their Heinz bottles. We thought we had solved the problem with the introduction of the world’s first upside-down squeeze bottle. But we were wrong. Oh so wrong. Turns out, 43% of people store our upside-down squeeze bottle, upright. And 83% of them still struggle to get the very last drop.

The bottle prototype was created as a means to solve this dilemma once and for all, and give ketchup fans the ability to enjoy more of what they love – Heinz ketchup!

And the best part? Our prototype is 100% recyclable.

We decided that well, since one lid wasn’t enough, let’s make two! So now, there’s really no way to store or squeeze your ketchup wrong. Both sides, are the right side.

It’s as simple as that.

The double-lid bottle is a silly solution to a silly problem, but it works! And the best part? Our prototype is 100% recyclable.

We showed the world how ridiculously easy it is to use our bottle by creating a double-lid bottle. The campaign increased awareness among Heinz customers about the proper way to store and use the iconic bottle and positioned Heinz as an innovative brand that listens to its customers.

In 2002 Heinz launched the “upside-down” bottle to help customers pour every drop of their favourite ketchup, quicker. This came off the discovery that 7 in 10 customers were storing their bottles' lids down to reduce pouring times.

Fast forward 20 years, and customer research revealed that almost 43% of customers are storing their upside-down bottle upside down. And that means 1 in 2 ketchup lovers are waiting longer for their sauce than those who are storing it correctly. We also discovered that this behaviour is so ingrained that communications alone wouldn’t solve it, it would require an innovation as disruptive as the original “upside-down” bottle.

Through concept testing and research we hit upon a range of solutions, one of them being the “Ketch-Up and Down” bottle. We then gave our most loyal fans and creators and opportunity to get their hands on a high-fidelity prototype of the bottle.

The prototype was launched across the Middle East from April onwards and ran for a total of four weeks online. We also ran a social competition using our double filter for people to win their very own Ketch-Up & Down bottle. We also created branded content, posters and received a whole lot of influencer engagement via their social handlings.

372% Engagement volume increase

244% increase in Reach

12.8% AER

900% Search Query Increase

430+ pieces of coverage. Most media coverage on a Heinz Arabia campaign to date.

100% positive message

4bn+ audience reach

42,613 conversations. Most talked about Heinz product in MENA history.

Earned tier 1 coverage across 30+ markets around the world, including the likes of China, US, UAE, UK, Spain, Switzerland, Austria, Germany, and Italy to Korea, India, Singapore, Indonesia and Malaysia