Heinz Ketchup: Sprinkles

GUT Amsterdam and Heinz are back with a campaign that's as inventive as it is fun, transforming the iconic Heinz ketchup into a uniquely Dutch treat – ketchup sprinkles. Heinz Tomato Ketchup is beloved around the world, however, in the Netherlands it faces a unique challenge: mayo. For the Dutch, mayo is the go to condiment, leaving even the most iconic ketchup brand to play catchup. So, when it came to launching its latest campaign, Heinz, a brand synonymous with irrational love, asked a simple question: How can we make Heinz feel more Dutch? GUT found the answer by reimagining Heinz Tomato Ketchup for the first time since 1869 and creating… Hagelchup, inspired by none other than the beloved Hagelslag. The Dutch sprinkles have been a staple for generations, with the Netherlands consuming a staggering 14 million kilos of Hagelslag each year, with 750,000 slices of bread topped with Hagelslag eaten daily. The creative takes the famous Heinz slogan 'It has to be Heinz' and gives it a distinctly Dutch spin 'Even if you sprinkle it, it has to be Heinz'. This playful twist sees Hagelslag reimagined as Heinz ketchup-flavoured, brought to life with a video starring Dutch actress Nienke Plas. Tapping into Dutch consumers’ deep-rooted love for Hagelslag, GUT not only highlights Heinz’s innovative take on its most famous product, but speaks directly to local culture in a way that’s both memorable and shareable. The campaign celebrates both Heinz’s heritage and Dutch culture, featuring Hagelchup in the iconic Heinz bottle and made in the same De Ruijter factory famed for making the world-famous Dutch chocolate sprinkles. The result is a truly Dutch fusion of local culture and global brand recognition.