Recognizing that ketchup stains are a significant customer pain point (nearly half of Heinz customers have experienced one!), and with social media overflowing with fans documenting their messy mishaps, Heinz sought to launch a campaign to address these concerns with a positively humorous solution and solidify brand loyalty in the incredibly competitive UAE and KSA ketchup market. The objective was twofold: to retain and reward existing customers for their unwavering love for Heinz and to build stronger connections through a unique, entertaining and engaging campaign that showed fans that they should continue to choose Heinz ketchup – worry-free (and hopefully stain-free)! And so, Heinz Ketchup Insurance was born with its own humorous hotline. Because if it’s worth the risk, it has to be Heinz.