Core Insights - Heinz launched its first-ever ketchup with zero sugar and zero salt, named Heinz Ketchup Zero, through a citywide campaign in Dubai [1][7] - The campaign featured interactive elements such as the Heinz Zero Fridge and a midnight e-commerce activation, aiming to engage consumers both physically and digitally [2][3][7] Group 1: Campaign Details - The Heinz Zero Fridge was a central feature of the campaign, where participants engaged in challenges to win free Heinz Ketchup Zero and vouchers, with over 700 bottles distributed and AED 33,000 in vouchers given away [2][5] - A unique midnight e-commerce activation on Carrefour Now rewarded shoppers with AED 100 vouchers for purchasing Heinz Ketchup Zero during a specific one-minute window [3][7] - An exclusive "Heinz Zero Burger" pop-up at Vegan Burger in Dubai Mall offered free burgers to the first 50 fans on two nights, enhancing the campaign's reach [4][7] Group 2: Marketing Strategy - The campaign emphasized that zero sugar and zero salt do not compromise flavor or enjoyment, as stated by the Head of Marketing at Kraft Heinz MEA [5] - The overall strategy combined experiential marketing, e-commerce innovation, and playful digital storytelling to create cultural buzz and engagement [7] Group 3: Company Overview - Kraft Heinz Company reported approximately $26 billion in net sales for 2024, focusing on growing its iconic and emerging food and beverage brands globally [6] - The company aims to make a sustainable and ethical impact while promoting healthy eating [6]