Heinz Ketchup Insurance.
Ketchup accidents happen to almost half of Heinz fans, the entry says. Heinz turned them into an insurance policy: file a claim and get help such as laundry services worth up to AED 1,000.
- Brand
- Heinz
- Agency
- FP7 McCann
- Market
- Saudi Arabia, UAE
- Region
- GCC
- Year
- 2024
The challenge
Heinz wanted to keep premium-brand loyalty in the UAE and Saudi Arabia against cheaper rivals as living costs rose.
The idea
FP7 McCann collected 57 real ketchup disasters from social media and turned them into named claim types, such as 'The Fountain' for a sachet that squirts when squeezed too hard. Fans could claim at heinzketchupinsurance.com, through a form written with Kraft Heinz legal, or on a 24-hour toll-free hotline (800-575757). Approved claims were paid in services through the MyBenefits app. Outdoor ads, limited-edition bottles, social content, shelf labels and 57 illustrated posters in Dubai restaurants promoted it from February.
Results
- 23,000+ interactions and an 857% rise in engagement, according to the Dubai Lynx entry
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Media – Use of Audio PlatformsBronze
- Dubai Lynx 2025Direct – Consumer GoodsSilver
- Cannes Lions 2024Audio & Radio – C04 SOCIAL BEHAVIOUR & CULTURAL INSIGHTBronze
Credits
- Creative agency
- FP7 McCann Dubai
- Post-production
- Believe TV
- PR
- Current Global
- Media placement
- Carat
- Chief Creative Officer, FP7 McCann
- Federico Fanti
- Senior Creative Director, FP7 McCann Dubai
- Paulo Engler
- Creative Director, FP7 McCann Dubai
- Jonathan Cruz
- Associate Creative Director Copy, FP7 McCann Dubai
- Aliza Siddiqi
- Associate Creative Director Copy, FP7 McCann Dubai
- Liam Galt
- Associate Creative Director Copy, FP7 McCann Dubai
- Rob Hall
- Senior Art Director, FP7 McCann Dubai
- Diego Espinoza
- Art Director, FP7 McCann Dubai
- Roy Sebastian
- Creative Excellence, McCann Worldgroup
- Javier Campopiano
- Creative Excellence, McCann Worldgroup
- Carmen Bistrian
- Creative Excellence, McCann Worldgroup
- Alice Reindlova
- Managing Director, FP7 McCann Dubai
- Tarek Ali Ahmad
- Group Account Director, FP7 McCann Dubai
- Hadi Abu Khuzam
- Social Media Manager/Project Manager, FP7 McCann Dubai
- Fernanda Stein
- Executive Producer, CRAFT
- Amin Soltani
- Motion Graphic Designer, FP7 McCann Dubai
- Guilherme Silva
- Filmmaker, CRAFT
- Marcos Cardoso
- Senior Retoucher, CRAFT
- Amit Borawake
- Arabic Copywriter, FP7 McCann Dubai
- Manar Abdulla
- Associate Creative Director Art, FP7 McCann Dubai
- Jimmy Cobos
- Creative Excellence, McCann Worldgroup
- Adrian Botan
- Chief Communications Officer, MCN
- Lizzie Dewhurst
- Creative Excellence, MCN
- Lara De Souza
- Senior Editor, FP7 McCann Dubai
- Deydson Rocha
- Illustrator, FP7 McCann Dubai
- Jovir Alipio
- Illustrator, FP7 McCann Dubai
- Jasurbek Sodikov
- Creative Technologist (freelance)
- Diogo Borges
- Illustrator (freelance)
- Rafael Duque
- Illustrator (freelance)
- Fabio Barros
- Social Media Executive, FP7 McCann Dubai
- Maria Saab
- Head of Digital, FP7 McCann Dubai
- Ibrahim Hasan
- Senior Account Manager, FP7 McCann Dubai
- Ingrid Bechara
- Account Executive, FP7 McCann Dubai
- Omar Abouzied
- PR, Current Global
- Peter Jacob
- PR, Current Global
- Jude Lahham
- PR, Current Global
- Aastha Chaurasia
- Client, Kraft Heinz
- Passant El Ghannam
- Client, Kraft Heinz
- Samar Hasanin
- Client, Kraft Heinz
- Ilya Myskin