“Ketchup Spills? Heinz Has You Covered, Legally”

Accidental ketchup spills are a universal frustration, with 48% of Heinz customers having experienced one. Inspired by 57 real mishaps shared online, Heinz launched a legitimate ketchup insurance program that turned everyday accidents into a cultural conversation.

The funniest claims were transformed into limited-edition Heinz bottles illustrated by various artists, helping the campaign generate 21 million impressions, $23 million in earned media, more than 3,000 insurance applications in just one month, and an 856% increase in monthly engagement.