Heinz / Saudi Arabia / 2024Design & Packaging · OOH · Retail & Shopper
From the People, For the Kingdom.
Heinz took its name off ketchup bottles for National Day 2024, leaving a blank green keystone for Saudis to fill with their own messages.
- Brand
- Heinz
- Agency
- FP7McCann KSA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
National Day brings a flood of brands talking about themselves. Heinz wanted to step back and hand its most recognisable asset, the label, to Saudi voices.
The idea
Limited bottles carried an empty green keystone where the logo usually sits. QR codes on billboards in Riyadh, Jeddah and Dammam collected National Day messages, which ran with senders' names on screens across the Kingdom for a week, and calligraphers in selected stores hand-lettered messages onto shoppers' bottles.
Case study source: ArabAd Source ↗
