Heinz Finds Its Logo Hiding in Every Fry Box

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What do fries and ketchup have in common?

Beyond being a duo worshipped worldwide, Heinz is betting on a shared design cue: that humble fry box. Tilt it, squint a little, and you’ll see it—the same outline as Heinz’s unmistakable Keystone logo.

That’s the hook behind “Looks Familiar,” the condiment giant’s new integrated global campaign.

Running across eight markets (U.S., UAE, Canada, Mexico, UK, Brazil, Germany, and China), the idea connects fries and Heinz ketchup not just by taste, but by design destiny.

Why it works:

• Cultural truth: Fries are the most ordered food item globally on Uber Eats, and a fixture on more than half of restaurant menus. The appetite is there—Heinz just needs to secure its rightful seat at the table.

• Universal symbol: By pointing out that fry boxes have been “wearing” the Heinz keystone all along, the brand reframes a common shape into proof of their inseparability.

• Commerce play: In select markets, the campaign extends to Uber Eats promos, offering half off Heinz bottles—a smart link between brand storytelling and at-home consumption.

Nina Patel, VP of Global Heinz, summed it up: “Fries don’t just need any ketchup, they need Heinz.”

The execution spans OOH, social platforms (Instagram, TikTok, X), digital commerce tie-ins, influencer activations, and video storytelling, all under the “It Has To Be Heinz” global platform launched in 2023.

ArabAd‘s take:

Once again, Heinz proves that the best global ideas aren’t necessarily complicated—they’re obvious truths reframed with bold simplicity.

Finding the Keystone in a fry box isn’t rocket science, but it’s exactly that kind of visual wit that keeps the brand’s creative voice sharp and universally relatable. 

Fries without Heinz? That’s like a logo without a brand and yes, with this campaign, we can safely say that Heinz has managed to claim the fry box.