Heinz Dipper
Kraft Heinz · 2026
5 awards: Clio Awards · ADC · The One Show · Cannes · +1 more
Strategic insight
The insight wasn't to improve the sauce—it was to remove the friction preventing consumption. By solving a packaging problem restaurants couldn't ignore, Heinz flipped consumer frustration into B2B demand, making restaurants adopt the brand to meet customer expectations.
The Format
The fry box itself became the medium. A structural redesign of an everyday container, shaped from the Heinz logo, embedded the brand into the physical dining moment and made the innovation inseparable from brand experience. This turned packaging into a consumer-facing asset that restaurants had to stock.
Business Result
In the first week, the campaign delivered 1B+ earned impressions and 2000% social video lift. Post-launch, Heinz achieved a 22.8 point swing in US dollar sales and 2.04 point market share gain, reversing downward trends. More strategically, 900+ new restaurant operators committed to serve Heinz products, validating the B2B acquisition model.
