Heinz: A Cultural Icon Loved Irrationally
For over 155 years, Heinz has been more than a condiment – it’s a cultural icon. From directors showcasing it in iconic films to astronauts taking it to space, Heinz inspires an unmatched obsession.

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For Heinz fans, not having their ketchup isn’t a minor inconvenience – it’s a travesty. Social media is filled with tweets, TikToks, and comments expressing outrage when Heinz isn’t served. Fans take matters into their own hands, sneaking bottles into restaurants or stashing packets in their bags and glove compartments. Why? Because Heinz isn’t just a condiment – it’s comfort.

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Insight
Heinz fans carry their ketchup like others carry emotional support water bottles.

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Introducing the Emotional Support Ketchup Bottle (ESKB)
To honor fans, Heinz launched the first-ever Emotional Support Ketchup Bottle – a stylish accessory designed for fans to proudly carry anywhere. Featuring a strap, carabiner, and custom-made silicone cap, the ESKB was more than functional – it was a love letter to the fans who make Heinz their constant companion. Customizable stickers added a personal touch, letting fans express their obsession with wit and pride.

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Released on Valentine’s Day – a time synonymous with emotional highs and lows – the ESKB became an instant hit.

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Results
The 2,000 bottles sold out in under a week – a record for Heinz. With 271 media placements, 72M earned impressions, and content creator views exceeding benchmarks by 508%, the ESKB became a cultural moment. Fans celebrated it as a quirky must-have, cementing Heinz as more than a brand – but a source of emotional support.

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By turning fan behavior into a celebrated cultural moment, we proved that when it comes to emotional support, it has to be Heinz.