Heinz Ketchup No Added Sugar & Salt Nominated for FMBE Award 2018

Client:  Heinz 

Project: Heinz No Added Sugar & Salt

Kraft Heinz is the fifth largest food and beverage company in the world. In light of growing consumers desire to eat less sugar and sodium as well as fears over childhood obesity, Heinz understands that consumers desire healthier foods but are not willing to compromise on taste.

2018 saw the nations favourite ketchup receive a health kick with a new recipe. The reformulated variant is called Heinz Ketchup No Added Sugar and Salt and is a first for the Ketchup category in Ireland. The product was launched across the Trade at the end of April 2018, and a full-scale launch followed.


The objectives of the trade launch were:

  1. To design a trade box that would be attention grabbing
  2. Create a design that tied in with the experiential retail activity
  3. To give consumers a new healthier offering within the Ketchup Category with a no added sugar and salt variant.


We were tasked with creating a trade box for the new Heinz Ketchup that would be attention grabbing, memorable and tie in with the Ketchup Karnival experiential retail activity.

Our design team created a trade box that played on the concept of a “Whack-a-mole” game whereby there is a sugar and salt smash. We presented a selection of box concepts, one of which was chosen by the client.  The chosen trade box design featured double doors that were opened to reveal a bottle of the new Heinz No Added Sugar and Salt. Once the bottle of ketchup is removed a ‘Sugar and Salt Smash’ game is revealed.

The Ketchup Karnival trade box contained the following:

  • Led lights embedded into the box.
  • Instructional text
  • Foamex cubes with illustrations of salt & sugar attached to springs. The cubes spring up when the false top is removed.
  • Foamex hammer secured inside the box

The trade launch was part of a fully integrated 360 Marketing campaign – with TV, Out-Of-Home, Experiential, Shopper Marketing, social and PR


This trade box was gifted to all the buyers across the key grocery multiples in the Republic of Ireland on launch along with key influencers on social media.

Based on the responses from the buyers in the key grocery multiples in terms of feedback and product orders this sample-box caught their attention and had the desired effect. The ‘Whack-a-Mole’ concept tied in well with the Ketchup Karnival experiential retail activity plan. Extremely positive sales results to date showcase the fact that consumers have embraced the healthier offering in this category.

Emily O’Kane, Marketing Manager with Kraft Heinz said of the campaign,

“We are delighted with how the launch of Heinz No Added Sugar and Salt Tomato Ketchup has gone. The feedback from consumers is that the product tastes really good and the sales to date are reflecting this!”