Heinz is the world’s most beloved ketchup. It’s a thick, rich, delicious sauce of unmatched quality, making it the only brand that is truly synonymous with the red condiment. When the brand discovered that there are restaurants around the world that refill Heinz bottles with inferior ketchup, it didn’t take offence, because these restaurants are just showing that they know what everybody else knows: it has to be Heinz.

To bring attention to this real behaviour, Heinz launched 'Ketchup Fraud', a 360 campaign enlisting fans across the country to help ensure that when people see Heinz, it’s actually Heinz. 'Ketchup Fraud' also inspired Heinz's fans to demand that they be served the real deal. Proving to restaurants around the world that it has to be Heinz.

+exceeded the social engagement rate benchmark by 128x
+increased Heinz sales by 8% vs. the previous year
+gained 0.6 points in market share vs. the previous year