- Heinz rewarded sachet stockpiles with full ketchup bottles.
- Custom vending machines popped up across four Dubai neighborhoods.
- Five random sachets equaled one full Heinz ketchup upgrade.
- Campaign went viral for turning clutter into a condiment win.
Some people collect coins, some hoard coupons… and then there’s the humble UAE household that unknowingly amasses a ketchup sachet empire in their kitchen drawer. But what if we told you that your “sauce surplus” could finally pay off? Heinz just made spring cleaning a whole lot tastier with their cheeky, smartly-timed campaign—The Heinz Trade-Up.
Between April 16 and 20, Heinz launched a vending machine takeover across four key Dubai neighborhoods—JVC, JBR, Discovery Gardens, and Bur Dubai. Their offer? Trade in five rogue ketchup sachets of any kind (yes, even the shady off-brand ones) for a full-sized, unmistakably Heinz bottle. No strings, no barcode scanning—just good old-fashioned ketchup bartering.
Born from some spicy stats—like how 70% of UAE residents are drowning in sachets they never use, and how 60% say they’d only consider them if they were Heinz—this activation hit all the right condiment notes. A smart solution to an oddly common problem, it also served up serious nostalgia-meets-novelty vibes.
This campaign wasn’t just a clever promo—it was a brand love letter. A playful, slightly passive-aggressive reminder that when it comes to ketchup, nothing beats the OG red squeeze. And the fans? They were here for it. Photos flooded Instagram as people proudly posed beside vending machines like they’d won the sauce lottery.
With this activation, Heinz didn’t just reclaim its throne in the world of condiments. It also earned a permanent spot in the hearts—and drawers—of Dubai’s ketchup loyalists.
Because when life gives you mystery sachets, trade up for a Heinz!
Instagram: @heinzarabia