Heinz launches world’s first-ever ketchup insurance policy
The condiment brand says that 48% of its customers face red sauce-related accidents regularly, but most believe it to be worth it.
Heinz (which is the sixth-most-awarded advertiser in the world) has released a new campaign aimed at ketchup lovers who get a little bit carried away when using its red sauce. For people who have a spillage, the brand is encouraging them to go on to the MyBenefits app where 57 different types of claims are covered for those who believe that Heinz is worth the risk.
Heinz lovers in the UAE will have the opportunity to redeem compensation through a range of rewards, including home cleaning services, laundry assistance, handyman services and even indulgent spa treatments.
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“Here at Heinz, we know our fans’ love for our ketchup can sometimes be, well, a bit over the top,” said Passant El Ghannam, head of marketing at Kraft Heinz MEA.
“Our research tells us that 48% of them have ketchup accidents all the time, but 91% swear their love for Heinz makes it totally worth it. That’s why we’re rolling out ketchup insurance – to turn messy moments into pure joy and convenience for our die-hard fans, letting them enjoy their ketchup incidents worry-free.”