Once you see it, you can’t unsee it.
French fry boxes around the world share a shape that feels oddly familiar — and Heinz decided to lean straight into that insight.
As part of its long-running “It Has to Be Heinz” platform, the brand launched one of its smartest creative executions yet by connecting a visual truth with real consumer behavior.
The idea started with data. Heinz partnered with Uber Eats after research revealed that fries are the most ordered food item on the platform. Instead of pushing a generic message about ketchup, Heinz focused on the moment where ketchup naturally belongs: fries at home.
The execution was simple and clever. Customers ordering fries on Uber Eats were given the option to add half a bottle of Heinz ketchup to their order — turning a food delivery into a branded ritual.
But the creative layer is what made the campaign stick.
The visual showed fry boxes side by side with Heinz’s iconic keystone label shape, paired with the line “Looks familiar?” The message was subtle but powerful: fry boxes everywhere already look like Heinz — because fries and Heinz have always gone together.
According to Nina Patel, Vice President of Global Heinz Brand at The Kraft Heinz Company, the campaign taps into a universal truth. No matter the country or culture, fries and Heinz ketchup are deeply linked in people’s minds. The brand didn’t need to explain that connection — it simply highlighted what was already there.
That’s what made the campaign work. It didn’t try to invent a new association. It proved an existing one using data, design, and context.
This is a strong example of how modern brand marketing wins:
- Start with a real consumer insight
- Let the product fit naturally into the moment
- Use creativity to make people notice what they already believe
When data and creativity meet like this, the result doesn’t feel like advertising. It feels obvious — in the best way.
And yes… now you’re probably craving fries with Heinz.
