HEINZ Unveils Global Campaign Highlighting Fry Boxes' Similarity to Iconic Keystone Logo

HEINZ launches a new global campaign, "Looks Familiar," highlighting the similarity between fry boxes and the iconic HEINZ Keystone logo. The campaign aims to show that fries need HEINZ ketchup and is supported by out-of-home advertising, video, digital integrations, and social media across eight global markets. The campaign is also partnering with Uber Eats to offer HEINZ with fries and Carl's Jr. locations offering free fries and HEINZ with a purchase.

Heinz, a subsidiary of Kraft Heinz, has launched a new global campaign titled "Looks Familiar" to highlight the uncanny resemblance between its iconic Keystone logo and the fry boxes served at restaurants worldwide. The campaign aims to emphasize the natural pairing of fries and Heinz ketchup, leveraging the brand's distinctive assets to transcend cultural and language barriers.

The campaign, created by agency Rethink, features an ad that takes viewers on a whistle-stop tour from Chicago to London to Tokyo, showcasing the fry boxes' similarity to the Heinz logo. The work underscores the universal appeal of the brand, making a simple yet powerful point about the inseparable connection between fries and Heinz ketchup.

The campaign is supported by a variety of media channels, including out-of-home advertising, video, digital integrations, and social media across eight key markets: the U.S., Canada, Mexico, U.K., Brazil, Germany, UAE, and China. Additionally, Heinz is partnering with Uber Eats to offer a half-price bottle of Heinz ketchup to customers ordering fries on the app in select markets. This collaboration aims to drive brand awareness and increase sales.

Nina Patel, vice president of global Heinz brand at The Kraft Heinz Company, commented on the campaign, stating that it builds on the brand's 2023 global platform, "It Has To Be Heinz," which seeks to cement the brand's iconic status with fans. Patel noted that the campaign's success lies in its ability to be relevant and easily scalable globally, leveraging a common business opportunity and a universal insight.

This initiative comes as Kraft Heinz announced its strategic split into two separate companies. The new entities will focus on condiments and shelf-stable meals, as well as grocery units. The breakup aims to simplify the company's structure and create more focused businesses with higher valuations.

References:

Heinz Uncovers an Iconic Duo That's Been Hiding in Plain Sight [https://www.adweek.com/creativity/heinz-uncovers-an-iconic-duo-thats-been-hiding-in-plain-sight/](https://www.adweek.com/creativity/heinz-uncovers-an-iconic-duo-thats-been-hiding-in-plain-sight/)
Kraft Heinz splits into condiments, shelf stable meals and grocery units [https://www.reuters.com/business/finance/big-food-goes-small-kraft-heinz-bets-simplicity-boost-shares-2025-09-03/](https://www.reuters.com/business/finance/big-food-goes-small-kraft-heinz-bets-simplicity-boost-shares-2025-09-03/)