Heinz claimed the fry-carton keystone shape

Heinz Ketchup dominates its category but faces constant erosion from private-label and generic ketchup, which compete mainly on price — a fight Heinz cannot win by spending harder. Its agency, Rethink Toronto, had already spent years proving Heinz's shape and color live in people's heads even without the logo: 'Draw Ketchup' showed humans and AI both instinctively sketching a Heinz bottle when asked to draw generic ketchup, and 'Ketchup Fraud' mocked rivals who copied the look.

The team's next move pushed that insight further: fast-food fry cartons made by unrelated restaurant chains around the world, when cropped tightly, already form the same pentagon 'keystone' silhouette as Heinz's own label — an accidental resemblance nobody had claimed. Rethink built 'Look Familiar?', an outdoor and print campaign using only real fry-carton photography, no bottle and no logo, paired with an Uber Eats integration that auto-added Heinz ketchup to fry orders.

Claimed the keystone silhouette echoed by unrelated fry cartons, using only cropped photos, and paired it with Uber Eats auto-add to convert recognition into purchase.

Viewers completed the brand recognition themselves from shape alone, making the connection stickier.

Using real fry-carton photos cost far less than commissioning new creative, stretching the budget.

The Uber Eats auto-add converted recognition into purchase instantly, closing the loop.

The campaign's distinctiveness earned awards and press, amplifying reach without paid media.

When your brand's shape is already iconic, look for unpaid echoes in everyday objects and claim them instead of buying new recognition.

The campaign won the Print & Publishing Grand Prix and an Outdoor Gold Lion at Cannes Lions 2026, confirmed by independent trade press. Heinz's own case-study writeup claims a '+222% surge in US in-platform sales,' but that figure is specifically the Uber Eats auto-add feature's platform sales, not an overall company sales lift, and it appears in only one self-reported source alongside other regional metrics that don't reconcile into one coherent, audited total.