How Heinz Used Ketchup Spills for a Brilliant Marketing Campaign

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Spilled ketchup on your shirt? Dropped some on the sofa? Heinz Arabia saw these everyday mishaps not as problems but as a marketing opportunity.

They launched the world’s first-ever ketchup insurance policy, turning an annoying stain into a chance to engage with customers in a fun, memorable way.

The idea stemmed from social media, where people often share their ketchup accidents. Instead of just laughing along, Heinz decided to offer a solution.

The policy covered 57 types of ketchup-related incidents stains on clothes, carpets, pets, even ceilings.

Customers in the UAE could claim compensation through home cleaning services, laundry assistance, handyman help, and even spa treatments.

Ketchup spills happen to everyone. Heinz made itself more relatable and fun by addressing this in a playful way.

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