Heinz Ignites a Citywide Takeover to Celebrate the Launch of Heinz Zero

Heinz, the world’s favorite ketchup brand, launched Heinz Ketchup Zero, its first-ever ketchup with zero sugar, zero salt through a bold, citywide campaign that tapped into culture, community, and the brand’s unmistakably cheeky tone. At the heart of the activation was the Heinz Zero Fridge, a talking fridge that literally gave Dubai something to talk about. Guests were tasked to beat the talking fridge in its Zero challenges before the clock hit 00:00 at midnight for free Heinz Ketchup Zero and gifts. The fridge surprised people across the city, teasing, testing, and rewarding those who engaged. Over 700 bottles were given away over the course of two weekends, with a total of AED 33,000 worth in vouchers distributed to delighted participants.

The experiential campaign extended beyond the streets and into the digital space. Through a first-of-its-kind midnight e-commerce activation on Carrefour Now, shoppers who checked out with Heinz Ketchup Zero in their carts between 00:00 and 00:01 were rewarded with AED 100 vouchers.

Heinz also partnered with Vegan Burger in Dubai Mall for an exclusive “Heinz Zero Burger” pop-up drop at midnight, offering free burgers to the first 50 fans on two consecutive nights; a gesture that brought the campaign’s “Zero hour” spirit to life across both physical and digital touchpoints.

Passant El Ghannam, Head of Marketing at Kraft Heinz MEA said, “With Heinz Ketchup Zero, we proved that zero sugar and zero salt doesn’t mean zero flavor or zero fun. We put Dubai to the test with our Talking Fridge challenge; only the bold could get it to open for a taste of Heinz Zero.”