How Heinz fixed the messy fries problem

In partnership with

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

A big thank you and welcome to the people who have recently subscribed.

1,000+ Proven ChatGPT Prompts That Help You Work 10X Faster

ChatGPT is insanely powerful.

But most people waste 90% of its potential by using it like Google.

These 1,000+ proven ChatGPT prompts fix that and help you work 10X faster.

Sign up for Superhuman AI and get:

• 1,000+ ready-to-use prompts to solve problems in minutes instead of hours—tested & used by 1M+ professionals

• Superhuman AI newsletter (3 min daily) so you keep learning new AI tools & tutorials to stay ahead in your career—the prompts are just the beginning

Claim your free prompts

I came across a Heinz campaign that addressed a common consumer frustration. Most people ate fries while travelling at some point, and many of them spilt ketchup in the process. It was a messy experience that often ruined clothes or car interiors.

To fix this, Heinz launched the "Heinz Dipper".

They redesigned the standard cardboard fry box that we usually see at fast-food chains like McDonalds’s. They kept the familiar shape but added a smart physical feature. The front of the box featured a pop-out pouch shaped exactly like the classic Heinz keystone label.

This pouch held the contents of two standard sauce sachets.

Consumers could fill it with ketchup or mayonnaise.

The design was completely leak-proof. This meant people no longer needed to squeeze sauce directly over their fries, and they did not need to pour it onto a flimsy napkin.

Heinz built this campaign on solid research.

Their data showed that 70% of consumers spilt sauce while eating fries on the go.

More importantly for their sales, they discovered that 80% of people considered skipping the sauce entirely just to avoid the mess.

It was a highly practical approach to product marketing.

What did you think of the Heinz Dipper campaign? Reply directly to this email and let me know your thoughts. If you found this edition of Marketing Shots useful, please forward it to a colleague who might learn from it!

The Future of AI in Marketing. Your Shortcut to Smarter, Faster Marketing.

This guide distills 10 AI strategies from industry leaders that are transforming marketing.

• Learn how HubSpot's engineering team achieved 15-20% productivity gains with AI

• Learn how AI-driven emails achieved 94% higher conversion rates

• Discover 7 ways to enhance your marketing strategy with AI.

Outpace your competitors by mastering AI.

Get Your Free Guide

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv