Heinz Goes Green: Saudi National Day Celebration with a twist!
Fri 20 Sep 2024In a first-of-its-kind move, Heinz is ditching its iconic ketchup label to celebrate Saudi Arabia’s National Day. Starting on September 19, Heinz will allow people across the Kingdom to share their congratulatory messages in a truly unique way. Instead of the usual Heinz logo, ketchup bottles will feature a blank green keystone, leaving space for shoppers to personalize their own celebratory messages.
Heinz is pulling out all the stops, even going digital with a QR code on billboards in Riyadh, Jeddah, and Dammam. People can scan the code and submit their National Day messages, which will be broadcast on screens across the Kingdom for a whole week! It’s all about giving Saudis a platform to share their pride and love for their country in a truly special way.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, summed it up perfectly: “We’re going brandless as the top ketchup brand in the region to join our Saudi consumers in celebrating the Kingdom’s rich culture, heritage, and unity. Heinz is excited to let Saudi voices take center stage on this special day.”
Also read: DNA test kit company sued for data leak, US$30 million lawsuit
But that’s not all. Heinz is also setting up in-store activations at select locations, featuring live calligraphers who will customize bottle labels with personal messages. Customers can walk away with a one-of-a-kind commemorative Heinz bottle, designed to reflect both their national and personal pride.
By stepping aside and allowing the Kingdom to shine, Heinz is making a bold statement: On this day, “It has to be Saudi.”