In the Middle East, a minor moment at the end of a food order has become a shared irritation — and now, a sharp piece of brand storytelling. With Never Enough, Saatchi & Saatchi MEA delivers a new print-led campaign for Heinz Arabia, built on a simple, almost universal experience: no matter how big the meal, ketchup sachets are never enough — especially when that ketchup is Heinz.
As delivery platforms and restaurants face mounting economic pressure, cost-cutting has quietly reshaped the customer experience. Condiments, once handed out generously, are now rationed. One sachet, sometimes two, often expected to cover an entire meal. What might seem trivial has become a recurring source of frustration, widely discussed across social media and group chats — particularly among Heinz loyalists.
Rather than resisting or overexplaining this reality, Heinz chose to lean directly into it. Never Enough doesn’t invent a problem; it amplifies one that already exists in everyday life. The campaign reframes scarcity not as a failure, but as proof of desire. When ketchup lovers complain about portions, it’s not because Heinz is lacking — it’s because they want more of it.
Executed across print, out-of-home and social formats, the campaign relies on visual restraint and sharp insight rather than spectacle. In a marketing landscape increasingly dominated by artificial intelligence, immersive tech and high-concept activations, Never Enough goes in the opposite direction. It builds its impact around a human truth that feels instantly recognisable and emotionally accurate.
The response was immediate. Within hours of launch, the campaign resonated strongly with audiences, validating the idea that Heinz occupies a unique emotional space among its fans. The frustration, far from damaging the brand, became a badge of loyalty — a signal that Heinz is not interchangeable, and certainly not optional.
More broadly, Never Enough illustrates a strategic shift in how brands can engage with their communities. Instead of forcing innovation for its own sake, Heinz and Saatchi & Saatchi MEA demonstrate the value of observation: recognising that small, repeated moments of irritation often point to deeper affection.
In turning a missing sachet into a cultural insight, Heinz proves that sometimes the smartest move isn’t to add more — but to listen better.
