If you’ve ever sat down with a box of fries and thought the packaging felt oddly familiar, Heinz hopes you’ll finally put your finger on why.

The ketchup giant has launched a new global campaign, “Looks Familiar,” spotlighting the uncanny resemblance between its iconic logo and the fry boxes served at restaurants around the world. It’s a design quirk that makes fries and Heinz ketchup feel destined for each other.

At the center of the push is an ad, created by agency Rethink, that takes viewers on a whistle-stop tour from Chicago to London to Tokyo. At every restaurant, fry boxes are in the spotlight and clearly mirror the keystone shape in Heinz’s branding.

The work makes a simple point: when fries are on the table, there’s only one ketchup that belongs beside them.

Heinz is amplify

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