Look Familiar? HEINZ Reveals the Striking Similarity that Fry Boxes Look Like the Iconic HEINZ Keystone in New Global Creative Campaign
Today, HEINZ, the global leader in ketchup, announces a new global creative campaign - “Looks Familiar," highlighting the remarkable revelation that fry boxes across restaurants globally are shaped just like the unmistakable HEINZ Keystone logo. Living across eight global markets, the campaign demonstrates the inextricable link between the universally loved duo, showing fans all over the world that you can’t have fries without HEINZ.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250909837215/en/
Today, HEINZ announces a new global creative campaign “Looks Familiar," highlighting the remarkable revelation that fry boxes across restaurants globally are shaped just like the unmistakable HEINZ Keystone logo—offering subtle, real-world reminders that you can't have fries without HEINZ.
The french fry obsession is real, in fact they are the most ordered food item globally on Uber Eats¹ and remain a staple on more than half of all restaurant menus around the world.² Yet, while fry boxes look strikingly similar to their condiment counterpart, fries aren’t always served alongside HEINZ ketchup. Starting today, HEINZ is teaming up with the global delivery app Uber Eats to ensure fry lovers always have HEINZ.
In select markets, consumers can get HEINZ for their fries on Uber Eats with an offer for half off a bottle of HEINZ Ketchup, uniting ketchup and fries across the globe.* Los Angeles-based fans can also visit participating Carl’s Jr. restaurants to receive free french fries and HEINZ Ketchup when they spend $30 or more, while supplies last.
"While the insight behind this global idea is a simple one, the HEINZ brand's connection to fries is iconic and universal. No matter where you are in the world, ‘Looks Familiar’ spotlights the truth that famous fry boxes everywhere are shaped just like our distinctive signature keystone - proving that fries don’t just need any ketchup, they need HEINZ," said Nina Patel, Vice President, Global HEINZ Brand at the Kraft Heinz Company. "In an unexpected and uniquely HEINZ way, this campaign reaffirms the love that generations of HEINZ fans have for the condiment, in one of the most universal food occasions. While we don’t know who designed the first french fry box, it’s certain they must have been a big HEINZ fan.”
The integrated campaign will live across HEINZ U.S., Canada, Mexico, UK, Brazil, Germany, UAE and China to offer subtle reminders that when it comes to french fries, it has to be HEINZ. The global campaign is supported by out of home advertising in top global markets, long form video, digital shoppable integrations, paid social media across Instagram, X, and TikTok, influencers and earned media, all to highlight HEINZ hiding in plain sight and the iconic pairing.
“Looks Familiar” is the brand’s latest global campaign since HEINZ first introduced its global creative platform “It Has To Be HEINZ” in 2023. Celebrating the irrational love fans have for HEINZ, this was the brand’s first global campaign in its 150-year history that unified all regions under one singular creative strategy. The campaign highlighted both real fans’ personal love affair with the brand as well as the care HEINZ products are made with.
Keep an eye on @Heinz, @Heinz_ca and @heinz_uk on Instagram and @Heinz_us, @heinz_ca and @heinzuk on TikTok for more surprises, as the brand continues to show fans that you can’t have fries without HEINZ.
¹Uber Eats Cravings Report, 2023
*Uber Eats promotion available in select global markets; check Uber Eats in your local market to confirm if participating
About the Kraft HEINZ Company
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250909837215/en/
Contacts
Media Contacts
The Kraft Heinz Company
media@kraftheinz.com
(c) 2024 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
BitGo yn Sicrhau Cymeradwyaeth OCC i Drosi i Fanc Ymddiriedolaeth Genedlaethol Siartredig Ffederal13.12.2025 02:13:00 CET | Pressmeddelande
Cyhoeddodd BitGo Holdings, Inc. (“BitGo”), y cwmni seilwaith asedau digidol, heddiw fod Swyddfa Rheolwr yr Arian Cyfred (“OCC”) wedi cymeradwyo ei gais i drosi BitGo Trust Company, Inc., cwmni ymddiriedolaeth siartredig De Dakota, i fanc cenedlaethol o'r enw BitGo Bank & Trust, National Association (N.A.). Gyda chymeradwyaeth OCC heddiw o'i drosi, mae is-gwmni Cwmni Ymddiriedolaeth BitGo bellach yn gweithredu fel BitGo Bank & Trust, National Association (N.A.). Bydd BitGo Bank & Trust, N.A. yn gweithredu o dan un gyfundrefn oruchwylio ffederal unffurf, gan ei alluogi i ddarparu'r eglurder, y llywodraethiant, a'r sicrwydd rheoleiddiol y mae sefydliadau'n eu disgwyl gan ymddiriedolwr a reoleiddir yn ffederal. Mae'r gymeradwyaeth hon yn atgyfnerthu safle BitGo fel sylfaen sefydliadol ar gyfer y system ariannol fodern, gan gyfuno goruchwyliaeth ar lefel banc â'r diogelwch, y cydymffurfiaeth, a'r graddadwyedd sy'n diffinio seilwaith BitGo. O dan siarter y banc cenedlaethol, ac yn amodol ar
FIA, Formula 1 Group and All 11 Race Teams Officially Sign the Ninth Concorde Agreement, Securing Strength and Stability for the Sport in Pivotal Five-Year Agreement12.12.2025 17:10:00 CET | Press Release
The Fédération Internationale de l'Automobile (FIA), the global governing body for motor sport and the federation for mobility organisations worldwide, and Formula 1 Group, the Commercial Rights Holder, have today announced the signing of the Concorde Governance Agreement, a crucial contract defining the regulatory framework and governance terms of the FIA Formula One World Championship until 2030. This follows the announcement in March that the 2026 Commercial Concorde Agreement had been signed by all the teams and Formula 1 Group. Together, these agreements constitute the ninth Concorde Agreement, representing a major step forward in the professionalisation and global development of the sport. First introduced in 1981, the Concorde Agreements are designed to promote sporting fairness, technological innovation and operational excellence, and align all key stakeholders around a shared vision for structured governance and continued growth of the sport. Each iteration of the Concorde Agr
Anabranch Capital Management, LP supports relisting of SmartCraft ASA to Nasdaq Stockholm12.12.2025 16:26:00 CET | Press Release
Reference is made to the stock exchange announcement by SmartCraft ASA ("SmartCraft" or the "Company") on 1 December 2025 regarding the contemplated relisting of SmartCraft from Euronext Oslo Børs to Nasdaq Stockholm (the "Relisting") and the announcement of a cross-border merger to effect the Relisting. Funds managed by Anabranch Capital Management, LP (“Anabranch”) intend to vote in favour of the merger plan resolved by the boards of SmartCraft and its Swedish wholly owned subsidiary, SmartCraft Group AB (publ), to effect the Relisting at the Company's extraordinary general meeting planned for January 2025 (the "EGM"). Anabranch intends to vote with all Anabranch shares held at the Record Date for the EGM in favour of the relisting effected by the merger plan. Funds managed by Anabranch currently hold approximately 15.9 million shares in SmartCraft. Disclaimer: The views expressed are those of the authors and Anabranch Capital Management, LP as of the date referenced and are subject
Mohammed Ben Sulayem Re-Elected as President of the FIA12.12.2025 15:49:00 CET | Press Release
The Fédération Internationale de l’Automobile (FIA), the global governing body for motor sport and the federation for mobility organisations worldwide, today confirms that Mohammed Ben Sulayem has been re-elected as President of the FIA, following the election of his Presidential List by the General Assembly in Tashkent, Republic of Uzbekistan. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251212213181/en/ President Mohammed Ben Sulayem now begins his second four-year term, having overseen a period of significant renewal and stabilisation for the organisation since his initial election in 2021. Over the past four years, the FIA has undergone a wide-ranging transformation, improving governance, operations and restoring the financial health of the federation. These changes have strengthened the FIA’s position as the world’s governing body for motorsport and the leading authority on safe, sustainable, and affordable mobility.
Capcom’s All-new IP PRAGMATA to Launch on April 24, 2026!12.12.2025 15:00:00 CET | Press Release
Capcom Co., Ltd. (TOKYO:9697) today announced that sci-fi action-adventure game PRAGMATA, a completely new IP, is scheduled for release on April 24, 2026. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251212791950/en/ PRAGMATA Key Art PRAGMATA is a new type of sci-fi action-adventure game mixing puzzle and action elements. In the game, which takes place on the moon in a near-future world, the spacesuit-clad Hugh and android girl Diana cooperate while fighting their way back to Earth. By bringing the title to Nintendo Switch™ 2 in addition to PlayStation®5 system, Xbox Series X|S and PC, Capcom looks to further advance its multi-platform strategy and expand its user base. Moreover, a playable demo of the game will be released first on PC starting today, December 12, to further convey the appeal of the title. The company hopes that players look forward to PRAGMATA, which has already garnered acclaim for its playable demos at
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom