Campaigns
Heinz kicks off World Cup fever with a football-inspired OOH campaign
The campaign is executed across China
As anticipation builds for the FIFA World Cup, Heinz has found a way to join the conversation without mentioning football at all.
The brand has launched a striking OOH campaign across China, led by large-format metro placements in Guangzhou, featuring a simple yet clever visual: a French fry appearing to kick a blob of Heinz ketchup like a football. Accompanied by the line, “Fries that want to win dip Heinz,” the campaign taps into the competitive spirit surrounding the tournament while reinforcing the brand’s role as the winning companion to fries.
Rather than relying on official sponsorships or overt football imagery, Heinz uses what has become one of its strongest creative assets—its ability to insert itself into cultural moments through product-led storytelling. The execution is part of the brand’s broader platform built around the idea that anything that wants to win is with Heinz.
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Campaigns
Paddy Power takes a cheeky swipe at American football with giant OOH takeover
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