Today, HEINZ, the world leader in ketchup, announces a new global creative campaign, “Looks Familiar,” highlighting the extraordinary revelation that potato chip boxes in restaurants around the world are the same shape as the unmistakable HEINZ Keystone logo. The campaign, which is running in eight global markets, demonstrates the unmistakable bond between the beloved duo, showing fans everywhere that you can’t have potato chips without HEINZ.
The French fry obsession is real—in fact, they’re the most-ordered food item globally on Uber Eats¹ and remain a staple on more than half of restaurant menus worldwide.² However, while boxes of fries are strikingly similar to their condiment counterparts, fries aren’t always served with Heinz ketchup. Starting today, Heinz is teaming up with global food delivery app Uber Eats to ensure fries lovers always have Heinz.
In select markets, consumers can get HEINZ for their fries on Uber Eats with an offer of 50% off a bottle of HEINZ ketchup, uniting ketchup and fries around the world.* Fans located in Los Angeles can also visit participating Carl’s Jr. restaurants to receive free fries and HEINZ ketchup when they spend $30 or more, while the offer lasts.
While the idea behind this overarching concept is simple, the HEINZ brand’s connection to potato chips is iconic and universal. No matter where you are in the world, ‘Sounds Familiar’ shines a light on the fact that famous potato chip boxes around the world are the same shape as our signature cornerstone, proving that potato chips don’t need just any ketchup—they need HEINZ,” said Nina Patel, vice president, Global HEINZ Brand, Kraft Heinz Company. “In true HEINZ fashion, this unexpected and unique campaign reaffirms the love that generations of HEINZ fans have for the condiment, on one of the most universal gastronomic occasions. While we don’t know who designed the first box of potato chips, it’s abundantly clear they must have been a huge HEINZ fan.”
The integrated campaign will run across HEINZ US, Canada, Mexico, UK, Brazil, Germany, UAE and China to provide a subtle reminder that when it comes to potato chips, it has to be HEINZ. The global campaign is supported by out-of-home advertising in key global markets, long-form video, shoppable digital integrations, paid social across Instagram, X and TikTok, influencers and earned media, all highlighting HEINZ, hidden in plain sight, and the iconic combination.
Sounds Familiar” is the brand’s latest global campaign since HEINZ first introduced its “ It’s Gotta Be HEINZ ” global creative platform in 2023. Celebrating fans’ unwavering love for HEINZ, the brand’s first global campaign in its 150-year history united all regions under a single creative strategy. The campaign highlighted both the personal relationship true fans have with the brand and the care with which HEINZ products are made.
Follow @Heinz , @Heinz_ca and @heinz_uk on Instagram and @Heinz_us , @heinz_ca and @heinzuk on TikTok for more surprises as the brand continues to show fans that you can’t have chips without HEINZ.
¹ Uber Eats Cravings Report 2023
² Tastewise, 2024
*Uber Eats promotion available in select international markets; check with Uber Eats in your local market to confirm eligibility.
About The Kraft HEINZ Company
At The Kraft Heinz Company (Nasdaq: KHC), we are driving transformation, inspired by our Purpose: Let’s Make Life Delicious . Consumers are at the heart of everything we do. With net sales of approximately $26 billion in 2024, we are committed to expanding our iconic and emerging food and beverage brands on a global scale. We are leveraging our scale and agility to unleash the full potential of Kraft Heinz across a portfolio of eight consumer-facing product platforms. As global citizens, we are dedicated to making a sustainable and ethical impact, while helping to feed the world in a healthy and responsible way. Learn more about our journey by visiting www.kraftheinzcompany.com or follow us on LinkedIn.
The original source-language text of this announcement is the official, authorized version. Translations are provided as adaptations only and should be compared with the source-language text, which is the only version of the text that will have legal effect.
