Carat | Heinz Case Study

Challenge

Heinz was facing increasing pressure from strong local competitors who were steadily gaining market share through cultural proximity and aggressive promotions. During Saudi National Day, when brands flood the market with patriotic messaging, the challenge was threefold: reestablish relevance in a highly competitive category, stand out during the most crowded cultural moment of the year, and achieve impact without relying on discounts or price-led tactics. Heinz needed to move from being a global outsider to a brand that genuinely belonged.

Solution

Heinz made a bold cultural decision: it temporarily gave up its iconic red and turned green in honor of Saudi National Day. The brand transformed its visual identity across physical and digital touchpoints, including a full takeover of Riyadh Boulevard’s 88 screens, where Heinz’s green frame became a canvas for user-generated messages.

A simple QR code invited people to express their love for the Kingdom, with submissions displayed live across the city. Digitally, Heinz activated Snapchat’s top AR lens, adapting the green frame to allow Saudis to share personalized National Day messages with their communities. By integrating large-scale outdoor presence with participatory digital experiences, Heinz shifted from brand-led storytelling to people-led expression.

Result

• Achieved 9.2 million Snap ad views overnight, driving massive National Day visibility
• Delivered 25% lower CPM, maximizing efficiency during a high-demand media period
• Reached the highest-ever market share in KSA, with ketchup at 38.4% (+2.3pp YoY) and mayo at 22.1% (+4pp YoY)
• Increased brand equity by +6 percentage points versus the previous year
• Recorded an 87% higher AR lens share rate compared to CPG benchmarks
• Generated increased interest from retailers, including historically reluctant partners, for future activations