Introducing the classic brand to a crowded local market
Iranian local tomato sauce and mayo brands are very well known and established. Our challenge was to introduce Heinz to a highly competitive local market, and at a price which was significantly higher.


Our market research showed that one of the greatest barriers to the uptake of Heinz was indeed the price, and the brand awareness was surprisingly low for such a global brand.

Our approach was to tap into the history and authentic nature of the brand. Yes it is expensive “but it’s Heinz”, and that ended up becoming our slogan.

Our hashtag “#خودشه” is a play on words, suggesting both originality and also translating as “It’s the one”.

A highly promoted video and social media campaign drove home our messaging and resulted in tremendous KPIs.