“Heinz ads take aim at restaurants.”

Kraft Heinz

Ketchup Fraud

A campaign proving that even when it isn’t Heinz, it has to be Heinz.

When we learned that restaurant staff around the world were being busted for refilling Heinz bottles with generic ketchup, we knew we had to act.

We launched Ketchup Fraud – a 360 campaign that called out the behaviour and inspired our fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.

Results & Recognition

89%
89% positive sentiment
128x
128x engagement rate benchmark
+33
+33 new partner locations in under a month
+8%
+8% sales vs. the previous year

A kitchen staff member in a black uniform is seen putting non-Heinz ketchup into a Heinz ketchup bottle in a busy kitchen environment, with the text "Even when it isn't Heinz, it has to be Heinz."

A person in a yellow shirt is dumping non-Heinz ketchup into a Heinz ketchup bottle in a restaurant kitchen setting, with the text "Even when it isn't Heinz, it has to be Heinz."

A man with white hair and a blue apron is putting non-Heinz ketchup into a Heinz ketchup bottle in a diner setting, with the text "Even when it isn't Heinz, it has to be Heinz."

Large billboards in Manhattan, New York displaying images of different people using Heinz ketchup with the slogan "Even when it isn’t Heinz, it has to be Heinz."

The New York Times newspaper lies on a wooden surface, featuring an advertisement with a chef squeezing non-Heinz ketchup into a Heinz ketchup bottle and the tagline “Even when it isn’t Heinz, it has to be Heinz.”

A creative social media-themed image with multiple overlapping comments and posts relating to ketchup preferences, with a central picture of a phone with an image showing a chef in a kitchen handling a bottle of ketchup.

A subway station with several digital advertisements aligned overhead, each showing a different person pouring non-Heinz ketchup into Heinz ketchup bottles, with the tagline "Even when it isn't Heinz, it has to be Heinz."

More Work