• by Sarah Mahoney , Yesterday

Even as Kraft Heinz prepares to split in two, its flagship ketchup is doubling down on brand swagger. The company is launching “Looks Familiar,” a global campaign that argues Heinz has become so iconic that even fast-food fry boxes mimic its keystone label.

Created by Rethink, the effort leans into the french fry as ketchup’s ultimate sidekick. French fries are the most-ordered item worldwide on Uber Eats and appear on about half of all restaurant menus. The campaign invites consumers to connect the dots: if the fries come in a keystone-shaped box, they belong with Heinz.

The work also builds on Heinz’s ongoing partnership with Uber Eats. Consumers can now make sure fries arrive with Heinz ketchup through the app, and in select markets can score promotions like half-off a bottle of Heinz. In Los Angeles, participating Carl’s Jr. locations are offering free fries and Heinz ketchup with orders over $30, 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,” said Nina Patel, vice president, global Heinz brand, in the announcement. “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.”

The campaign is running in the U.S., Canada, Mexico, U.K., Brazil, Germany, UAE and China, supported by out-of-home, long-form video, digital shoppable integrations, paid social and earned media. It follows 2023’s “It Has to Be Heinz,” the first unified global brand strategy in the company’s 150-year history, and quirky PR stunts like Heinz-verified Uber Eats listings and even ketchup smoothies.

The timing also underscores why Kraft Heinz is betting its growth on condiments. In last week’s announced breakup, Heinz ketchup and other sauces will anchor a new company focused on global growth. Slower-moving grocery staples, including Oscar Mayer, Kraft Singles and Lunchables, will be relegated to a North America-focused spin-off. That split ends a 10-year merger that consistently disappointed investors — and puts more pressure on Heinz to keep proving its label is still the one that matters.