It has to be Saudi.
For the 95th National Day, Heinz replaced its label with 13 regional bottle designs and turned voice notes recorded by Saudis into a crowd-sourced anthem on Anghami.
- Brand
- Heinz
- Agency
- FP7 McCann
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Saudi identity is made of many regional dialects and traditions, and younger Saudis want celebrations they can take part in and share. Heinz wanted to host national pride rather than speak for it.
The idea
FP7 McCann designed 13 limited-edition ketchup and mayonnaise bottles, each carrying the motifs and dialect of one region. A QR code on every pack opened an Anghami microsite where people recorded messages, which Anghami's AI tools stitched into one anthem. Creators unboxed the full set, flagship stores offered calligraphy-personalised bottles, and street furniture in Riyadh and Jeddah later quoted lines from the song.
Results
- 240 Saudis sent voice messages and 31 were used in the anthem, according to Campaign Middle East
- 41,000 limited-edition packs sold, according to Campaign Middle East
- The '95th Saudi National Day by Heinz' playlist logged 200,326 streams from 20,764 listeners, according to Campaign Middle East
- Ketchup market share rose 1.6 points year on year and mayonnaise 2.1 points, according to Campaign Middle East
Case study source: Campaign Middle East Source ↗
