Heinz Arabia saw sales of ketchup in the UAE increase by 18 per cent after it launched the world’s first-ever ketchup insurance policy earlier this year.
The first of its kind insurance policy, vouched as one of 2024’s “coolest marketing campaigns” by Google AI, received positive feedback from passionate Heinz fans and increased sales of the iconic condiment by 18 per cent in the UAE.
As part of the campaign, award-winning burger eatery High Joint partnered with Heinz, providing dine-in guests with Heinz ketchup insurance and protecting them from unwanted spills and mishaps.
UAE Heinz ketchup insurance
All claimants who registered an insurance claim were granted compensation on MyBenefits – the Middle East’s leading employee benefits app, with rewards such as laundry assistance, home cleaning services, and indulgent spa treatments.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, said: “Our research was clear; almost half of our customers were regularly facing ketchup mishaps, and although 91 per cent of them said their love for Heinz was worth the risk, we knew we needed to come up with a solution.
“Enter the world’s first-ever ketchup insurance policy by Heinz, which astonishingly increased our sales in the UAE.
“The numbers speak for themselves, and we’re truly thrilled to see Heinz lovers now enjoy their favourite ketchup worry-free.”
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