Heinz Ketchup Insurance

1 Bronze Cannes Lions

Turning messy moments into brand love, Heinz Ketchup Insurance tackled a universal truth – ketchup mishaps. Inspired by 57 real disasters found on social media (48% of fans can relate), we empowered customers to become active participants by claiming their rights as ketchup lovers. Through heinzketchupinsurance.com or a 24/7 hotline, ketchup crisis victims could file claims for relatable but humorously-named scenarios like “The Fountain”, where the claimant applied too much pressure while opening a sachet of Heinz ketchup, causing it to squirt out unexpectedly. With successful claims, Heinz righted these customers’ wrongs by providing services like laundry assistance, up to 1,000 AED in value. This humorous campaign not only addressed a customer pain point but also transformed passive ketchup consumption into a fun, interactive, and rewarding brand experience.