We all know French fries and ketchup are a perfect duo. They’re like peanut butter and jelly, gin and tonic, or salt and pepper — they are kind of a package deal, one simply cannot be complete without the other. However, even though they are a match made in heaven, these two ingredients seem to be putting consumers on the go in a very challenging, messy situation. Many of them (around 80%) decide to have just the fries, skipping on the sauce not because they don’t like it but rather because serving fries with ketchup on the go often leads to a quite messy situation.
Luckily, fries’ best friend, HEINZ, has come up with a solution to this obviously irritating problem. Together with agency Rethink, the condiment brand has reimagined the French fry box with a clever twist. By including a special compartment, specially dedicated to the delicious sauce, the “HEINZ Dipper” allows consumers to enjoy fries and ketchup together, without any kind of mess. A first-of-its-kind in the category, the box makes dipping effortless and accessible anywhere and anytime.
According to Nina Patel, Vice President, Global Heinz Brand at the Kraft Heinz Company, the HEINZ Dipper follows the “Looks Familiar” ad, which highlighted the similarities between the brand’s logo and the shape of French fry boxes around the world.
“After spotlighting the uncanny resemblance between fry boxes and our iconic HEINZ Keystone globally, we wanted to take the next bold step: redesigning the age-old fry box to work even harder for our HEINZ lovers everywhere. As more eating occasions happen away from home in drive-thrus and on-the-go moments, the HEINZ Dipper is a fun and relevant way to innovate to meet fans where they are and strengthen our role in their everyday lives.”
“Whoever designed the fry box all those years ago made one big mistake – they included space for the fries, but not the ketchup (WTH?). So, we worked with Heinz to fix that. Redesigning the classic fry box with a keystone pocket meant especially for holding Heinz ketchup (or Heinz mayo if that’s what you’re in to),” shared Jacquelyn Parent, Partner, Creative Director, Copywriter at Rethink, via a LinkedIn post.
The HEINZ Dipper marks “the most widespread global activation from the brand to date.” It debuts across 11 countries, including six U.S. cities plus Brazil, Canada, Germany, Kuwait, Mexico, and Portugal. The box will be available at a later date in other markets such as China, Italy, Thailand, and the Philippines. By visiting the webpage dedicated to the initiative, fans can find out which are the participating locations to receive the new HEINZ Dipper container.
CREDITS
Brand: Kraft Heinz
Agency: Rethink
