“Monster of a puzzle.”
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Kraft Heinz

Heinz Ketchup Puzzle

Heinz helped people pass time during the pandemic with a ridiculously slow ketchup puzzle.

When social distancing and self-isolation became the norm, a nostalgic favourite started trending in everyone’s social feeds: the jigsaw puzzle.

Famous for their slow-pouring ketchup, Heinz created what might be the slowest puzzle ever made: 570 pieces, all produced in the Heinz Ketchup red.

Results & Recognition

  • 1.25B

    1.25 billion earned impressions globally

  • $22,439,959

    $22,439,959 in earned publicity (USD)

  • Sold out within one week

  • +17.9%

    Sales increased +17.9%

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A nearly completed jigsaw puzzle in solid red, with a hand holding the final piece, on a white background with scattered red puzzle pieces around the edges. The image has the title, Heinz Ketchup Puzzle.
A Heinz Ketchup Puzzle box shown with a real bottle of Heinz Tomato Ketchup and a puzzle piece beside it, on a red background.
A pile of red jigsaw puzzle pieces loosely clustered in the center of a white background, representing the Heinz Ketchup Puzzle.
A promotional image featuring Jimmy Fallon with a quote saying "I WANNA GET THIS," superimposed over a collage of media logos highlighting the widespread coverage of the Heinz Ketchup Puzzle.
A collage of multiple images featuring Heinz Ketchup Puzzle, a 570-piece all-red jigsaw puzzle. The central image is a red box with the puzzle's name and the Heinz logo, surrounded by photos of people engaging with the puzzle, web articles, and social media posts about the product.

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