News - Advertising
HEINZ PROVES “NOT ENOUGH” MEANS “MORE THAN ENOUGH” LOVE.
by ArabAd's staff
January 30, 2026
Heinz Arabia has launched “Never Enough,” a campaign built around a painfully familiar truth for ketchup lovers: when you order food, the ketchup sachets never quite match the meal. And the frustration hits harder when that ketchup is Heinz.
As economic pressure pushes food delivery outlets to cut back on condiments, what used to be a generous handful of sachets has quietly shrunk to one, maybe two. A small detail that has triggered a big reaction, taking over social conversations and turning into a shared cultural annoyance among fans.
Heinz chose to recognize this brand love moment that was already happening. “Never Enough” taps into a behaviour ketchup fans have lived with for years and turns it into a platform only the brand could credibly own.
Brought to life through OOH, social and print, the campaign proves that in a world obsessed with AI, tech and spectacle, a simple human truth, when rooted in real brand love, is more powerful than any gimmick.
Within hours of launch, the campaign quickly validated the strength of this shared truth, resonating widely with audiences.
Credits
Advertising Agency: Saatchi & Saacthi MEA part of Publicis Groupe
Production Company: Prodigious MEA
Bassel Kakish - Group CEO
Nathalie Gevresse - CEO Publicis Communications
Tahaab Rais - CSO
Sebastien Boutebel - CCO
Ramzi Sleiman - CEO / Saatchi Gulf & Saatchi Wellness
Nadim Ghrayeb - CEO - Leo Burnett Gulf
Rodrigo Leal Rodrigues - Executive Creative Director
Shereen Mostafa - Head of Production
Rita Harbie - Senior Creative Director
Hagall Muniz - Creative Director
Diego Espinoza - Associate Creative Director
Stephanie Rodriguez - Senior Copywriter
Marcelo Gasparini - Art Director
Sami Saleh - CEO - Prodigious
Paulo de Almeida - Retoucher - Prodigious
Mahmoud Jaber - BD - Leo Burnett Gulf
Shakeb Nezam - Senior Account Manager - Leo Burnett Gulf
Gabriel Noronha - PrePress Operation Manager - Prodigious
Joumana Haddad - Production Director
Sylvia Trinidade - Creative Services Senior Executive
Davi Callderon - Photographer
