Heinz Ketchup faced a new threat in 2025: trending sauces were stealing market share as millions abandoned ketchup for something new. We needed to do something drastic: relaunch Heinz Ketchup, a 150-year-old product everyone already knows. How? We found a way for people to try it for the first time again with Heinz Chip Dip.

Without changing the product, we launched a new consumption behaviour by asking a question: if Heinz is perfect with fries, then why not potato chips? And, even 150 years later, we made Heinz Ketchup a viral sauce – reigniting relevancy, driving household penetration and increasing sales.