In a unique gesture to celebrate Saudi Arabia’s National Day, Heinz has removed its iconic logo from ketchup bottles, replacing it with a plain green label. This special edition, launched today, allows consumers to personalize their bottles with messages of national pride.
Instead of the familiar Heinz branding, the bottles feature an empty green keystone, providing space for shoppers to write their own celebratory messages. A QR code on digital billboards across Riyadh, Jeddah, and Dammam will enable people to submit their National Day messages, which will be displayed on screens throughout the Kingdom for a week.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, commented, “Going brandless as the number one ketchup brand in the region is our irrational act of love to join our Saudi consumers in celebrating the Kingdom with its rich culture, heritage, and unity. Heinz is excited to offer our famous Keystone label for people to express their pride. In this unique campaign, we are letting Saudi voices take center stage.”
In addition to the brandless bottles, Heinz will host special in-store events at select locations. Live calligraphers will be available to personalize bottle labels with messages of pride and affection, allowing customers to create unique commemorative items.
This initiative underscores Heinz’s commitment to celebrating Saudi Arabia’s National Day and providing a platform for personal expression and national pride.