• Campaign celebrates the nearly 70% of people around the world who happily hold-out for condiments before digging in, with some willing to wait up to 10 mins specifically for Heinz; latest iteration of global platform celebrating the irrational love of Heinz fans everywhere.  

Dubai, UAE – Heinz, one of the world’s most loved condiment brands, has kicked-off a global campaign celebrating diners around the world who are willing to wait irrational lengths of time for their ketchup.

The campaign, launching across the USA, Canada, UK, Chile, France, UAE, and Brazil, is inspired by research finding that more than two-thirds[1] of surveyed diners admit they’d rather wait to eat than go without ketchup – even if it means a cold meal – with more than half of people surveyed (55%) willing to wait even longer for Heinz.

Of these Heinz ketchup lovers, one-third[2] say that three minutes is their maximum wait time, while nearly 20%[3] confess they are willing to wait up to ten minutes for their condiments before digging in.

‘The Wait’ was created in partnership with Chilean creative agency 1984 and depicts hungry diners who have all but one key ingredient that prevents them from getting stuck in: their beloved Heinz Tomato Ketchup. The campaign will be supported through a range of activations, including film, print, digital and OOH, with the aim of dramatizing the ‘Wait’ by buying media in moments and environments where consumers are already waiting for sauce.

‘The Wait’ forms part of the brand’s global brand platform “It Has to be HEINZ”, launched in June 2023 to celebrate the irrational love people everywhere have for Heinz. 

George Buneder, CMO for The Kraft Heinz Company, Hispanics explains: “Nothing says ‘true love waits’ like a hungry diner willing to hold off eating until their ketchup arrives. It’s this simple, yet very real insight that inspired our latest campaign ‘The Wait’. By observing real behaviours and turning insights into entertainment, we’re able to celebrate the wonderful, sometimes irrational love our fans have for Heinz. Ironically, the absence of a Heinz Tomato Ketchup Bottle is what makes the ad stand out, making Heinz the absent hero of our own story.”

Felipe Manalich, Founder and Chief Creative Officer of 1984, adds: “We’ve become impatient consumers, and in an era where we want everything fast, waiting is actually an act of love. The idea started with a simple observation: in a restaurant, people wait to be seated, they wait to be attended, they wait for their meal to arrive; to keep waiting. Why do they wait? We did the research and Heinz was the answer.”

Data based on a Toluna Survey of 2706 people taken in 2023

Media Contacts
Jude Lahham
Current Global
jlahham@currentglobal.com

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 2022 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 six 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 and Twitter.

[1] 68%
[2] 32%
[3] 10% willing to wait 6-9 minutes and 7% willing to wait 9+ minutes