HEINZ has launched a new global campaign suggesting that french fry boxes around the world bear a striking resemblance to its iconic keystone logo.
The campaign, called “Looks Familiar”, is running across eight major markets, including the US, Canada, Mexico, the UK, Brazil, Germany, the UAE and China. It highlights the brand’s claim that fries and HEINZ ketchup are an inseparable pairing.
According to HEINZ, french fries remain one of the most popular foods worldwide, featuring on more than half of all restaurant menus and ranking as the most-ordered item on Uber Eats. But despite this popularity, the company points out that fries are not always served with HEINZ ketchup.
To address this, the brand has partnered with Uber Eats to ensure that consumers in selected markets can order the condiment more easily. Customers using the app will receive half off a bottle of HEINZ Ketchup with their fry orders, while Los Angeles-based fans can get free fries and ketchup at participating Carl’s Jr. restaurants when spending $30 or more, while supplies last.
Nina Patel, Vice President of Global HEINZ Brand at Kraft Heinz, said the idea behind the campaign was rooted in simplicity.
“While the insight behind this global idea is a simple one, the HEINZ brand’s connection to fries is iconic and universal,” she said. “No matter where you are in the world, ‘Looks Familiar’ spotlights the truth that famous fry boxes everywhere are shaped just like our distinctive signature keystone—proving that fries don’t just need any ketchup, they need HEINZ.”
Patel added: “In an unexpected and uniquely HEINZ way, this campaign reaffirms the love that generations of HEINZ fans have for the condiment, in one of the most universal food occasions.”
The “Looks Familiar” campaign will be supported by billboards in high-profile global markets, long-form video content, shoppable digital features, and paid social media placements across Instagram, TikTok, and X. Influencer collaborations and earned media will also form part of the rollout.
This marks HEINZ’s latest global initiative since its 2023 “It Has To Be HEINZ” campaign, the company’s first unified creative platform in 150 years. That campaign celebrated fans’ devotion to the condiment and underlined the care taken in producing it.
HEINZ said its new effort continues that narrative, with a playful reminder of its presence in everyday dining experiences.
Consumers are encouraged to follow @Heinz across Instagram and TikTok for further activations, as the brand pushes its message that when it comes to french fries, only one ketchup will do.
