Heinz Ketchup Zero — The Talking Fridge

01 / Challenge

Prove zero doesn't mean compromise.

Launching Heinz Ketchup Zero — the brand's first zero-sugar, zero-salt ketchup — meant overcoming deep consumer scepticism about health-positioned food products. The objective was bold: prove that 'zero' doesn't mean tasteless, while driving direct product trial in a highly competitive FMCG category.

02 / Idea

Turn zero into a game.

The Heinz Talking Fridge challenged passersby to complete a timed interaction before the clock hit zero — making the product's key attribute the game mechanic itself. Through playful dialogue and dynamic prompts, the fridge encouraged participation and delivered instant rewards: free Heinz Ketchup Zero bottles and shopping vouchers.

03 / Execution

Installed across high-footfall Dubai locations.

PXL+ engineered the interactive fridge installation — combining a physical fridge enclosure with a countdown timer system, custom dialogue engine, and automated sampling mechanism. The installation was deployed across high-footfall locations in Dubai, blending humour, technology, and instant gratification into a shareable brand moment.

04 / Results

Zero compromises. Maximum impact.

The campaign distributed over 700 product samples and generated AED 33,000 in voucher redemptions, driving direct retail conversion. More importantly, it shifted consumer perception — positioning Heinz Ketchup Zero as bold, modern, and uncompromising on taste.

Results

Numbers that speak volumes.