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.
- العلامة التجارية
- Heinz
- الوكالة
- FP7 McCann
- السوق
- السعودية، الإمارات
- المنطقة
- الخليج
- السنة
- 2024
التحدي
Heinz wanted to keep premium-brand loyalty in the UAE and Saudi Arabia against cheaper rivals as living costs rose.
الفكرة
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.
النتائج
- 23,000+ interactions and an 857% rise in engagement, according to the Dubai Lynx entry
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Media – Use of Audio Platformsبرونزية
- Dubai Lynx 2025Direct – Consumer Goodsفضية
- Cannes Lions 2024Audio & Radio – C04 SOCIAL BEHAVIOUR & CULTURAL INSIGHTبرونزية
فريق العمل
- الوكالة الإبداعية
- FP7 McCann Dubai
- ما بعد الإنتاج
- Believe TV
- العلاقات العامة
- Current Global
- Media placement
- Carat
- الرئيس التنفيذي للإبداع، FP7 McCann
- Federico Fanti
- المدير الإبداعي الأول، FP7 McCann Dubai
- Paulo Engler
- المدير الإبداعي، 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
- المدير الفني الأول، FP7 McCann Dubai
- Diego Espinoza
- المدير الفني، FP7 McCann Dubai
- Roy Sebastian
- Creative Excellence, McCann Worldgroup
- Javier Campopiano
- Creative Excellence, McCann Worldgroup
- Carmen Bistrian
- Creative Excellence, McCann Worldgroup
- Alice Reindlova
- المدير العام، FP7 McCann Dubai
- Tarek Ali Ahmad
- مدير مجموعة الحسابات، FP7 McCann Dubai
- Hadi Abu Khuzam
- Social Media Manager/Project Manager, FP7 McCann Dubai
- Fernanda Stein
- المنتج المنفذ، CRAFT
- Amin Soltani
- Motion Graphic Designer, FP7 McCann Dubai
- Guilherme Silva
- Filmmaker, CRAFT
- Marcos Cardoso
- Senior Retoucher, CRAFT
- Amit Borawake
- كاتب الإعلانات بالعربية، 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
- الرسّام، FP7 McCann Dubai
- Jovir Alipio
- الرسّام، FP7 McCann Dubai
- Jasurbek Sodikov
- Creative Technologist (freelance)
- Diogo Borges
- الرسّام (freelance)
- Rafael Duque
- الرسّام (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
- العلاقات العامة، Current Global
- Peter Jacob
- العلاقات العامة، Current Global
- Jude Lahham
- العلاقات العامة، Current Global
- Aastha Chaurasia
- العميل، Kraft Heinz
- Passant El Ghannam
- العميل، Kraft Heinz
- Samar Hasanin
- العميل، Kraft Heinz
- Ilya Myskin