Overview
To reintroduce Heinz to the Saudi market, we celebrated the National Day the opposite way every other brand was. Brands usually push themselves forward — we pulled Heinz back. We removed the Heinz name from the bottle entirely.
What replaced it was a brandless bottle with a blank green keystone — a space for Saudis to write their own message. The campaign was amplified across the Kingdom with scannable QR codes on billboards, turning a static label into an interactive canvas.
Selected stores hosted live calligraphers who customised bottle labels in person, turning each bottle into a personalised commemorative souvenir for the Saudi National Day.
“Some brands are loud enough to disappear.”
Outcome
3× Shortlists · Effie Awards MENA.
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