BANGKOK, THAILAND – Heinz, the world’s leading ketchup brand, adds a creative twist to this year’s spooky season with the launch of its new campaign, “Heinzloween: RIP Expired Heinz.” The initiative invites consumers across Thailand to confront a hidden household “horror” — expired sauce lurking in kitchens, fridges, and dining tables.
The idea stems from a familiar truth: many people tend to keep their sauces long past expiration, especially ketchup, which is often mistakenly believed to last forever once refrigerated. In reality, Heinz Ketchup — made from 100% real tomatoes and free from preservatives — has an expiration date and requires proper storage after opening.
Rather than relying on traditional messaging, Heinz Thailand and creative agency Shooting Stellar approached the topic with humor and seasonal flair. By blending Halloween’s spooky spirit with Thai culture’s fascination for ghost stories, the campaign cleverly reimagines the act of disposing expired sauce as a symbolic “exorcism” — driving home the message of food safety in a memorable, culturally resonant way.
Beyond the playful Halloween concept, the campaign underscores Heinz’s core brand values of quality, taste, and safety. According to Kittinai Wiputtikul, Head of Regional Marketing – South, Southeast Asia and Hong Kong at Heinz Thailand, the initiative reflects the brand’s commitment to transparency and consumer care. “We want to ensure consumers always enjoy Heinz at its freshest and safest,” he said.
Heinz also aims to reduce waste creatively by encouraging the recycling of expired ketchup — whether as plant fertilizer, cookware polish, or other sustainable uses.
Thais are invited to check their fridges and share photos of their “haunted Heinz bottles” to join the Heinzloween fun. And, of course, to pick up a new bottle — fresh and ghost-free — to continue enjoying their favorite ketchup safely.
Hashtags: #Heinzloween #ItHasToBeHeinz #มันส์ต้องHEINZ
CREDITS
Client: Kittinai Viputthikul, Head of Regional Marketing – South, Southeast Asia and Hong Kong (Heinz Thailand Co., Ltd)
Agency: Shooting Stellar
Creative Director: Padcha Tanviruch
Art Directors: Chanikan Ngearndee, Woottichai Zrizawan
Copywriters: Lacksanapatr Sirichaijumnong, Benjarat Homthum
Content Creator: Nonthaphat Phattanasetsakul
Managing Director: Pemika Thiravanitkul
Account Management: Nattapong Kaewsangunsak, Rada Aswadetmathakul
Public Relations: Jarunan Pimsanoh
