Heinz Launches Bold Trade-Up Campaign in Dubai to Convert Ketchup Loyalists
Heinz has introduced a disruptive in-market activation in Dubai aimed at solidifying its position as the premium ketchup of choice. The initiative—dubbed “Heinz Trade Up”—invites consumers to swap any ketchup sachet for a full-sized bottle of Heinz Tomato Ketchup, directly challenging competitors and capturing the attention of taste-conscious consumers.
Deployed across multiple retail locations and foodservice touchpoints in Dubai, the campaign taps into Heinz’s longstanding brand equity while addressing a broader industry trend: consumers reevaluating the quality of what’s in their kitchens. The move comes as global FMCG brands explore inventive ways to drive trial and reinforce loyalty in mature product categories.
The initiative is being rolled out with support from Emirates Snack Foods and is amplified through digital, influencer and point-of-sale channels. Eye-catching installations and mobile collection units will allow consumers to easily trade in alternative ketchup products—including off-brand sachets and bottles—in exchange for a 400ml Heinz bottle.
The brand’s message is clear: if you’re settling for less, it’s time to trade up. Heinz is positioning the campaign not just as a product giveaway, but as a public taste test, reinforcing its superior taste and product quality. It also capitalizes on Dubai’s multicultural, brand-savvy population, where international food brands compete for premium shelf space and consumer mindshare.
Early consumer response suggests strong engagement, driven by both brand loyalty and the appeal of receiving a full-sized product in return for minimal effort. The campaign could influence purchasing habits, expand household penetration, and offer competitors a pressing question: can their taste stand up in a head-to-head comparison?
For the broader FMCG sector, Heinz’s Trade Up activation represents a growing trend of experiential marketing being deployed to reignite demand in established segments. As brands search for fresh ways to connect with increasingly value-driven consumers, product sampling strategies are evolving—from the aisle to the street corner.