In a surprising move, the iconic ketchup label Heinz has gone brandless to celebrate Saudi Arabia’s National Day. Doing so allows Saudi Arabia’s people to share their messages with the Kingdom.
Heinz’s ketchup bottles feature an empty green keystone instead of its famous logo. This offers shoppers space to personalize their own messages of celebration. The brand has gone a step further with QR codes on billboards across Riyadh, Jeddah, and Dammam, which people can scan to submit their National Day messages. Their messages will be displayed on screens across Saudi Arabia for an entire week.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, said going brandless as the number one ketchup brand in the region is their irrational act of love to join their Saudi consumers in celebrating the Kingdom renowned for its rich culture, heritage, and unity. “Heinz is excited to offer our famous Keystone label for people to express their pride. In this unique campaign, we are letting Saudi voices take center stage,” she said. “If it’s Saudi National day, it has to be Heinz.”
Furthermore, Heinz will host special in-store activations at select stores across Saudi Arabia. Live calligraphers will be ready to customize bottle labels with messages of pride and love. Customers can take advantage of this unique opportunity to create a one-of-a-kind, commemorative Heinz bottle.
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