The tactics behind ‘Love Lid’ and the question that could have got you there
Heinz · Wieden+Kennedy London · August 2026
Some people delicately dip their fries. Others cover a burger with a blanket of ketchup. Heinz’s Love Lid turns these personal preferences into three adjustable settings: Like, Love and Crazy Love. The more someone loves Heinz, the more ketchup the bottle dispenses.
Challenge
Ketchup lovers have strong and often fiercely debated opinions about the right amount of Heinz for different foods. As grilling season approached, Heinz wanted to celebrate these personal rituals while giving fans a new reason to choose and talk about its iconic bottle.
Strategy
Heinz treated the amount of ketchup someone uses as an expression of how deeply they love the brand. Rather than resolve the debate by prescribing a correct serving, Heinz validated every level of devotion. Like, Love and Crazy Love turn a functional decision into an emotional one. Fans are not merely controlling sauce flow. They are choosing how intensely they want to express their relationship with Heinz. The strategy makes product personalisation feel unmistakably connected to the brand’s platform of irrational love.
Execution
The Love Lid attaches to a Heinz ketchup bottle and offers three adjustable flow settings. Like produces a controlled drizzle, Love increases the amount, and Crazy Love delivers the fullest squeeze.
The limited-edition lid launched in the US and UK as part of a grilling-season bundle containing Heinz Tomato Ketchup and a guide suggesting settings for different summer foods. Film, promotional and social content introduced the innovation and encouraged fans to “measure with their hearts”.
The Tactics Behind the Work
Wieden+Kennedy London may not have called them this. But these are the repeatable tactics behind the work.
Campaigns That Used Similar Tactics
Reflect the Fandom Back to Itself — Show fans a recognisable truth about their own devotion
It Has to Be Heinz — Heinz recreated true stories of people carrying bottles into restaurants, smuggling beans through airport security and getting Heinz tattoos, allowing fans to recognise their own irrational devotion in the brand’s global platform.
The Last Drop — Heinz depicted people retrieving ketchup from elbows, clothes, steering wheels and other undignified places, turning a rarely acknowledged fan behaviour into collective proof of how much the product is loved.
Everything Can Wait — SuperSport and CANAL+ showed daily life across Africa disrupted by supporters staying awake for World Cup matches, reflecting the sacrifices football fans recognise in themselves.
Productise Fandom — Turn brand devotion into a useful or ownable product
Heinz Tattoo Ink — Heinz transformed its official red into tattoo pigment and released 57 downloadable designs, giving fans a safer way to make their devotion permanent.
Heinz Tattoo Bottle — Heinz created a limited-edition bottle with a mirrored, peelable label that tattoo artists could use as a stencil, turning its distinctive packaging into a practical tool for fans.
Nuggies — McDonald’s
McDonald’s turned affection for Chicken McNuggets into a limited clothing collection replicating their colour and texture, packaged inside giant sauce tubs. Fan love became something people could wear.
The Question That Could Get You There
How could our product physically respond to how much our fans love it?
