Heinz Ketchup Insurance

Kraft Heinz · 2024

Food & Beverage Humor & Comedy

4 awards: Cannes · New York Festivals · Clio Awards · The One Show

Heinz Ketchup Insurance

AI Overview

Heinz launched a humorous insurance program with a dedicated hotline to address ketchup stains—a genuine pain point for half its customers. By turning a frequent mishap into a comedic brand experience, the campaign drove 856% engagement lift and $23M earned media in the competitive Middle East market.

Strategic insight

Consumers don't want sympathy for accidents; they want permission to enjoy the product without anxiety. By insuring against the mess rather than denying it exists, Heinz repositioned stains as a badge of loyalty rather than a brand failure.

Earned Reach

The campaign reached 136.1 million people globally with $23M in earned media value. Over 3,000 insurance claims were filed within the first month, demonstrating both scale and active consumer participation in the branded experience.

Cultural Impact

The lighthearted reframe of spills as insurable moments shifted consumer behavior—participation in the program led to increased Heinz ketchup usage, and the brand's perception improved by transforming negative experiences into memorable, positive interactions.

More from Kraft Heinz

See all from Kraft Heinz →
Free forever

Start free. 5 campaigns a week.

Create your account — no credit card required.

Get started
We use cookies to improve your experience. Privacy