Agency ········· Leo Burnett
Client ········· Heinz
ECD ············ Muhammad Ali
CD ············· Paurav Shah
Sr.Copy ········ Jorge Oliveira
Sr.Art ········· Octavio Ojeda
Sr.Design ······ Anzan Nahas
Editor ········· Al Ajhar Hussain
Published ······ April 2025
Client ········· Heinz
ECD ············ Muhammad Ali
CD ············· Paurav Shah
Sr.Copy ········ Jorge Oliveira
Sr.Art ········· Octavio Ojeda
Sr.Design ······ Anzan Nahas
Editor ········· Al Ajhar Hussain
Published ······ April 2025
HEINZ TRADE-UP
We found out that unwanted ketchup sachets piling up in homes is a real problem across the UAE.
Food delivery apps in the region receive millions of orders per day, and most restaurants send multiple ketchup sachets with those orders. Often unused, these sachets just pile up in fridge trays and on kitchen counters.
So, together with Heinz, we decided to put an end to the piling sachet crisis plaguing the nation.
The Heinz Trade-Up lets people trade their unwanted ketchup sachets for a bottle of Heinz in a simple, seamless way through a custom vending machine mechanism. The machine was equipped with an AI-powered visual-recognition camera that we trained to detect hundreds of unique ketchup brands and differentiate them from other condiments (mayo, mustard, chilli sauce, etc.). The machine was programmed to dispense a bottle of Heinz ketchup for every five ketchup sachets.
Finally, the machine went live and toured neighbourhoods across the country. Wherever our fans wanted us to go, we did. As customers traded their unwanted sachets of all brands, shapes and sizes, the machine became smarter, ensuring a smooth experience and allowing fans to take home a bottle (or in most cases, several bottles) of their favourite ketchup.
Loeries
Bronze Ambient
Shortlist Use of Technology
Shortlist Marketing Impact Award
Epica
Silver in Direct
Bronze in Brand Activations
MEPRA PR Awards
Silver in Best F&B campaign
Silver in Best Consumer Goods Campaign
We found out that unwanted ketchup sachets piling up in homes is a real problem across the UAE.
Food delivery apps in the region receive millions of orders per day, and most restaurants send multiple ketchup sachets with those orders. Often unused, these sachets just pile up in fridge trays and on kitchen counters.
So, together with Heinz, we decided to put an end to the piling sachet crisis plaguing the nation.
The Heinz Trade-Up lets people trade their unwanted ketchup sachets for a bottle of Heinz in a simple, seamless way through a custom vending machine mechanism. The machine was equipped with an AI-powered visual-recognition camera that we trained to detect hundreds of unique ketchup brands and differentiate them from other condiments (mayo, mustard, chilli sauce, etc.). The machine was programmed to dispense a bottle of Heinz ketchup for every five ketchup sachets.
Finally, the machine went live and toured neighbourhoods across the country. Wherever our fans wanted us to go, we did. As customers traded their unwanted sachets of all brands, shapes and sizes, the machine became smarter, ensuring a smooth experience and allowing fans to take home a bottle (or in most cases, several bottles) of their favourite ketchup.
Loeries
Bronze Ambient
Shortlist Use of Technology
Shortlist Marketing Impact Award
Epica
Silver in Direct
Bronze in Brand Activations
MEPRA PR Awards
Silver in Best F&B campaign
Silver in Best Consumer Goods Campaign
