Heinz - Saudi National Day 93rd
This is how one of the world’s most well-known kitchen staples took an honest approach to building brand love in Saudi Arabia.
For Saudi National Day, Heinz chose honesty over hijacking the moment. Instead of making the brand the hero, we acknowledged the day belongs to Saudi people and asked how Heinz could genuinely add to the celebration while improving local relevance in a crowded, promo-heavy season.
We went “brandless” by turning Heinz’s iconic keystone label into a green-and-white canvas for national pride. Limited-edition bottles invited Saudis to write personal messages to the Kingdom through in-store calligraphy stations, a QR-powered microsite, DOOH screens, and Snapchat lenses, amplifying real voices across Riyadh and beyond. The campaign strengthened emotional connection, sparked high participation and earned attention, and helped drive record share performance for Heinz ketchup and mayo in KSA.
Summary
The Heinz Saudi National Day campaign was not only a huge success in terms of both sales and engagement, but it also met its original objective of creating a stronger bond between Heinz and the people of Saudi Arabia. Most importantly, it gave the people of Saudi Arabia a new way to share their love of the country, one that can be replicated for years to come.
CREDITS
Agency: FP7 McCann
Client: Kraft Heinz MEA