Heinz is taking its bond with fries to new creative heights. This month, the brand unveiled “Looks Familiar,” a Canadian-led campaign by Rethink that cleverly transforms the universal shape of fry boxes into the brand’s unmistakable Keystone logo — underscoring that fries aren’t complete without Heinz ketchup.
The campaign plays on a simple, relatable truth: across the globe, fry containers already mirror the shape of Heinz’s signature branding. By spotlighting that resemblance, the work drives home the message that while fries and ketchup are inseparable, only Heinz truly fits the bill.
French fries remain one of the most popular foods worldwide — the most ordered item on Uber Eats globally, appearing on over half of restaurant menus. Yet, as Heinz points out, fries are often served without their ideal partner. With “Looks Familiar,” the brand highlights what’s hiding in plain sight and reinforces its ambition to close that gap.
In Canada, the campaign ties directly into Heinz’s partnership with Uber Eats, offering consumers half off a bottle of Heinz Ketchup to accompany delivery orders, further cementing the duo of fries and ketchup.
“While the insight behind this global idea is a simple one, the Heinz brand’s connection to fries is iconic and universal,” said Nina Patel, vice president, global Heinz brand at Kraft Heinz. “No matter where you are in the world, ‘Looks Familiar’ shows that fry boxes everywhere reflect our Keystone. It’s proof that fries don’t just need any ketchup — they need Heinz.”
Jacquelyn Parent, creative director at Rethink, added: “Fry boxes could be designed in any shape. But without exception, we see them around the world echoing the Keystone. It’s one thing to say ‘It has to be Heinz,’ it’s another to prove it.”
The integrated campaign spans YouTube, Meta, PR, social, and paid media, supported by agencies including The Kitchen, Zeno Group, and Carat. It builds on the global creative platform “It Has To Be Heinz,” launched in 2023 as the brand’s first-ever unified worldwide strategy.
With playful simplicity and cultural wit, “Looks Familiar” not only reinforces Heinz’s heritage but also transforms everyday fry boxes into an unmistakable visual cue for the brand — proving once more that ketchup and fries are a love story only Heinz can tell.
