From kitchen stash to ketch-upgrade: Heinz Trade-Up gives everyone in Dubai a Heinz bottle in return for their unwanted ketchup sachets

Rhea-AI Summary

Heinz has launched an innovative campaign called 'Heinz Trade-Up' in Dubai, UAE, running from April 16-20, 2025. The initiative allows residents to exchange unwanted ketchup sachets for full bottles of Heinz Ketchup through custom vending machines.

A recent survey revealed that 70% of UAE residents have unused ketchup sachets at home, with 48% having 5-10 sachets cluttering their kitchens. The study also found that 54.7% of respondents find this situation frustrating, while 60% would be more likely to use the sachets if they were Heinz branded.

The program operates in several Dubai locations including Jumeirah Village Circle, Jumeirah Beach Residence, Discovery Gardens, and Bur Dubai. Residents can trade five sachets for one bottle of Heinz ketchup while supplies last. Updates on machine locations can be followed through @heinzarabia on Instagram.

Positive

• Marketing initiative to increase brand loyalty and market share in UAE
• Campaign addresses a common consumer pain point identified through market research
• Potential to convert competitors' customers to Heinz brand

Negative

• -time promotional campaign with short-term impact
• Restricted to specific locations in Dubai only
• Program costs include giving away free product inventory

• Every home has one—the infamous "everything drawer," packed with takeaway cutlery, random wipe packs, and of course, an avalanche of ketchup sachets. But now, Heinz is here to turn that sachet stash into something way better—a bottle of the ketchup you actually want.

DUBAI, UAE, April 17, 2025 /PRNewswire/ -- Have you been there? Your kitchen drawer overflowing with the little takeaway packets you're almost certainly never going to use, but hang on to because you don't have the heart to throw them away? Well, according to a recent Heinz survey, 70% of UAE residents have unwanted ketchup sachets at home, with nearly half (48%) confessing they've got 5–10 rogue sachets cluttering their kitchens at any given moment. More than half (54.7%) of respondents even described the situation as downright frustrating.

This confirmed what everyone already knew – 60% of are more likely to use the sachets if they were Heinz. In response to this, the world's favorite ketchup brand has unveiled the ultimate solution: the Heinz Trade-Up—because if it's ketchup, it has to be Heinz.

The Heinz Trade-Up will run from April 16 to April 20^th, allowing residents across Jumeirah Village Circle, Jumeirah Beach Residence, Discovery Gardens and Bur Dubai—the opportunity to use their unwanted ketchup sachets as currency to get a bottle of Heinz ketchup at a custom-designed Heinz vending machine. Every five sachets earn visitors a whole bottle of Heinz, with the goal to give that leftover pile a fun and useful purpose. It's just another way Heinz is making life more delicious.

Passant El Ghannam, Marketing Director at Kraft Heinz MEA said: "Heinz fans take their ketchup seriously, and their irrational love for it makes it hard to settle for anything less than Heinz. This almost always leads to a sachet stockpile they didn't sign up for. With the Heinz Trade-Up, we're giving fans a fun way to upgrade their sachet stash."

Heinz fans can follow @heinzarabia on Instagram to keep up with machine locations and hop on over with their unwanted ketchup sachet stockpile to start trading them in for Heinz bottles until stocks last.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn. 

For media inquiries, please contact:

Heinzprteam@currentglobal.com

Editor's Note:

Heinz Trade-Up Locations from 2 pm – 8 pm:

• 16^th April 2025: Bur Dubai https://maps.app.goo.gl/uSeuspaK4GLfyQsM9
• 17^th April 2025: Circle Mall https://maps.app.goo.gl/E8UVQvWNQrCKyBV9A
• 18^th April 2025: JBR https://maps.app.goo.gl/Jp54U14DT23Mxrbo8
• 19^th April 2025: Discovery Gardens https://maps.app.goo.gl/1CY8HhbwiAKuskBNA
• 20^th April 2025: JVC Residential – please follow Heinz Arabia on Instagram

Campaign Credits:

Kraft Heinz:

Passant El Ghannam - Marketing Director MEA

Lobna Saad - Head of Brand Build MEA

Samar Hasanin- Senior Category Manager Red Sauces MEA

Leila Azmi- Marketing Intern

Leo Burnett UAE:

Muhammad Ali – Executive Creative Director

Paurav Shah – Associate Creative Director

Jorge Oliveira – Senior Copywriter

Octavio Ojeda – Senior Art Director

Anzan Mohammed – Senior Designer

Al Ajhar Hussein - Editor

Naureen Akbar - Designer

Sally El Issawi - Content Creator

Nadim Ghrayeb – Busiess Lead

Mahmoud Jaber – Business Director

Marc Eid – Executive, Business Consultancy

Edmond Mattar – Producer Aakriti Goel – Head of Strategy

Anna Sadykova – Associate Strategy Director

Lina Ibrahim – Strategy Manager

Prodigious Middle East:

Ralph Mattar – Producer

Current Global MENAT:

Peter Jacob – Managing Director

Jude Lahham – Account Director

Riya Awtaney – Account Manager

Mai Hajouj – Senior Associate

Aastha Chaurasia - Associate

Umar Gulamnabi – Junior Associate 

Photo - https://mma.prnewswire.com/media/2667289/Heinz_Trade_Up.jpg

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SOURCE Heinz

FAQ

How many ketchup sachets do you need to trade for a Heinz bottle in Dubai's Trade-Up program?

You need to trade 5 ketchup sachets to receive one bottle of Heinz ketchup through the Trade-Up program.

Which Dubai locations are participating in the Heinz Trade-Up sachet exchange program?

The program is available in Jumeirah Village Circle, Jumeirah Beach Residence, Discovery Gardens, and Bur Dubai.

What percentage of UAE residents have unused ketchup sachets according to Heinz's survey?

According to Heinz's survey, 70% of UAE residents have unwanted ketchup sachets at home.

When does the Heinz Trade-Up program run in Dubai?

The Heinz Trade-Up program runs from April 16 to April 20, 2025.