Heinz Trade Up — Swap Any Ketchup for Heinz

01 / Challenge

Turn competitor clutter into brand conversion.

Ketchup sachets from takeaway meals accumulate in kitchens and drawers across the UAE. Heinz wanted to drive trial for its ketchup range and reinforce brand superiority — but needed an approach that felt bold and culturally resonant rather than transactional. The opportunity was to transform everyday waste into a moment of brand preference.

02 / Idea

Bring any sachet. Leave with Heinz.

Heinz introduced the Trade-Up Machine — a custom-built kiosk that accepted competitor ketchup sachets from any brand and exchanged them for a full-sized bottle of Heinz. The trade was more than functional: it was symbolic, turning the act of switching into a visible, participatory upgrade moment.

03 / Execution

AI-powered. Instantly rewarding.

At the heart of the machine was an AI image recognition system that scanned and verified each sachet in real time, ensuring accurate classification before approving the trade. The system featured automatic reward dispensing and live inventory management across multiple retail and community locations in Dubai — operating seamlessly without staff intervention.

04 / Results

Trade promotion, redefined.

The activation drove strong footfall, large-scale product trial, and widespread regional media coverage — earning a Loeries Bronze in Out of Home / Ambient. By turning competitor sachets into currency, Heinz converted clutter into cultural conversation and measurable market impact.

Results

Numbers that speak volumes.