Heinz / UAE / 2025Experiential · Promo · Retail & Shopper
Heinz Trade-Up.
Heinz put vending machines around Dubai that took in the stray ketchup sachets piling up in kitchen drawers. Five sachets bought a full bottle of Heinz.
- Brand
- Heinz
- Agency
- Leo Burnett UAE
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
Delivery orders leave UAE homes full of loose ketchup sachets, often not Heinz. A Heinz survey cited in the launch found 70% of residents had unwanted sachets at home and 60% would be more likely to use them if they were Heinz.
The idea
Leo Burnett UAE built a custom Heinz vending machine that swapped five sachets of any ketchup for one full Heinz bottle. It toured Jumeirah Village Circle, JBR, Discovery Gardens and Bur Dubai from 16 to 20 April 2025, with locations shared on @heinzarabia.
Case study source: Campaign Middle East Source ↗
Awards
- Epica Awards 2025 Bronze (Brand Activations)
Credits
- Creative agency
- Leo Burnett UAE
- Production
- Prodigious Middle East
- PR
- Current Global MENAT
- Marketing Director MEA, Kraft Heinz
- Passant El Ghannam
- Head of Brand Build MEA, Kraft Heinz
- Lobna Saad
- Senior Category Manager Red Sauces MEA, Kraft Heinz
- Samar Hasanin
- Marketing Intern, Kraft Heinz
- Leila Azmi
- Executive Creative Director, Leo Burnett UAE
- Muhammad Ali
- Associate Creative Director, Leo Burnett UAE
- Paurav Shah
- Senior Copywriter, Leo Burnett UAE
- Jorge Oliveira
- Senior Art Director, Leo Burnett UAE
- Octavio Ojeda
- Senior Designer, Leo Burnett UAE
- Anzan Mohammed
- Editor, Leo Burnett UAE
- Al Ajhar Hussein
- Designer, Leo Burnett UAE
- Naureen Akbar
- Content Creator, Leo Burnett UAE
- Sally El Issawi
- Business Lead, Leo Burnett UAE
- Nadim Ghrayeb
- Business Director, Leo Burnett UAE
- Mahmoud Jaber
- Executive, Business Consultancy, Leo Burnett UAE
- Marc Eid
- Producer, Leo Burnett UAE
- Edmond Mattar
- Head of Strategy, Leo Burnett UAE
- Aakriti Goel
- Associate Strategy Director, Leo Burnett UAE
- Anna Sadykova
- Strategy Manager, Leo Burnett UAE
- Lina Ibrahim
- Producer, Prodigious Middle East
- Ralph Mattar
- Managing Director, Current Global MENAT
- Peter Jacob
- Account Director, Current Global MENAT
- Jude Lahham
- Account Manager, Current Global MENAT
- Riya Awtaney
- Senior Associate, Current Global MENAT
- Mai Hajouj
- Associate, Current Global MENAT
- Aastha Chaurasia
- Junior Associate, Current Global MENAT
- Umar Gulamnabi
