Heinz Arabia witnessed an 18 per cent rise in ketchup sales in the UAE after introducing the world’s first ketchup insurance policy earlier this year.
This unique insurance policy, praised by Google AI as one of 2024’s “coolest marketing campaigns,” garnered positive responses from devoted Heinz fans, boosting sales of the famous condiment by 18 per cent in the UAE.
As part of the campaign, the renowned burger restaurant High Joint collaborated with Heinz, offering dine-in guests ketchup insurance to safeguard them against accidental spills and mishaps.
UAE Heinz ketchup insurance
All individuals who submitted an insurance claim received compensation via MyBenefits, the Middle East’s leading employee benefits app, with rewards such as laundry services, home cleaning, and luxurious spa treatments.
Passant El Ghannam, Head of Marketing at Kraft Heinz MEA, stated: “Our research showed that nearly half of our customers frequently encountered ketchup mishaps, and although 91 per cent of them said their love for Heinz was worth the risk, we knew we had to find a solution.”
“This led to the creation of the world’s first ketchup insurance policy by Heinz, which remarkably increased our sales in the UAE.”
“The figures speak for themselves, and we are delighted to see Heinz fans now enjoying their favourite ketchup without worry.”
