In late June, stunningly quick thinking turned FIFA’s non-sponsor brand censoring into an opportunity for Heinz to shine:

Heinz Arabia has picked up the idea and taken it even further. During the World Cup, non-sponsor brands are hidden, blurred or covered from broadcast imagery. But when Heinz gets taped over, something interesting happens – it doesn’t disappear, it takes over.

In the Middle East, where football and food are inseparable, Heinz has long had a place at the match-day table. So Heinz Arabia turned World Cup  censorship into proof of iconicity. A taped up, censored Heinz bottle shown on match tables highlight the simple truth that few brands can claim – Heinz doesn’t need a logo to be recognised.

To bring the idea closer to fans, the censored stadium edition escaped the tournament itself and began appearing wherever football fandom across everyday touchpoints. The idea gave both World Cup and Heinz fans a way to stand strong with global fandom, proving that even when Heinz is unofficial, it remains the go-to condiment whenever football and food meet.

Meanwhile in the US, Heinz’ in-house social agency, The Kitchen turned the pain of red and yellow card penalties into the pleasure of Heinz, with limited-edition unbranded yellow and red mustard and ketchup sachets, aka Penalty Packets, for enjoying at the game.