It Has To Be Heinz (And Fries)
Heinz’s new campaign, created with Rethink, highlights the natural connection between its ketchup and french fries by emphasizing the similarity between the fry box and the Heinz keystone logo.
Heinz’s new global campaign, created with Rethink, is one of those rare moves that feels obvious once you see it: the fry box = the Heinz keystone logo. A hidden visual link turned into a global brand flex.
Heinz | Rethink
I love the clever design of this ad campaign. It’s familarity reinforced through ubiquity. Heinz isn’t trying to “convince” anyone it belongs with fries. It’s pointing out the world already designed its packaging around the brand.
It’s a great reminder: sometimes the strongest pitch isn’t invention, it’s revealing the connections that were hiding in plain sight.
Daniel Milroy Maher
