Key Takeaways
- Heinz teamed up with Rethink to launch a limited-edition Chip Dip, challenging the idea that ketchup doesn’t belong with chips.
- Inspired by Canada’s love for ketchup chips, the dip hits shelves just in time for National Potato Day (March 14).
- Heinz is going all in for this campaign with social media buzz, YouTube ads, and billboards.
Heinz is shaking up North America's snack market with the launch of its limited-edition Heinz Chip Dip, a wide-mouth jar of ketchup designed specifically for dipping potato chips.
Created in partnership with advertising agency Rethink, the new offering aims to challenge the long-standing divide over whether ketchup belongs on chips.
The Heinz Chip Dip is arriving just in time for National Potato Day on March 14.
The bold move is inspired by Canada’s deep-rooted love for ketchup chips, a snack staple in the country, where more than half of households keep them stocked.
According to a recent survey, 46% of Canadians believe that markets without ketchup chips are missing out.
Heinz is embracing this enthusiasm by giving fans a way to customize their level of ketchup flavor with every bite.
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In a press release, Keenan White, senior brand communications manager for HEINZ, expressed how the potato chip has long been overlooked in ketchup combos.
“It truly makes no sense…as fried potatoes of any kind, they’re both equally deserving of being dipped in HEINZ Ketchup! Chip Dip is all about embracing fans’ irrational love for ketchup and giving them a new way to enjoy it.”
As part of its "It Has to Be Heinz" platform, the brand is leveraging social media, YouTube ads, and out-of-home (OOH) placements in select markets to promote Chip Dip.
The product will be available for a limited time on Walmart.com, packaged with a bottle of Heinz ketchup, a dipping-friendly wide-mouth jar, and a bag of chips for instant snacking.
Is Chip Dip Heinz’s Next Hit?
The campaign serves as a test for a potential permanent addition to Heinz’s product lineup.
Fans are urged to share their experiences using #HeinzChipDipChallenge on social media, influencing the company’s decision to expand the offering.
For over 150 years, Heinz has built its brand on its quality products with a passionate fanbase.
With the launch of Chip Dip, the brand continues to innovate and deepen its connection with ketchup lovers everywhere.
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Heinz’s Chip Dip shows how brands can turn cultural trends into fresh ideas that actually resonate with consumers.
Launching it as a fun, limited-time product lets them test the waters without a huge investment.
By creating a sense of urgency and exclusivity, Heinz drives immediate consumer interest while gathering valuable market insights before committing to a full-scale launch.
Previously, Kraft Heinz and music producer "Mustard" joined forces to launch a limited-edition sauce, marking the brand’s first co-created condiment in nearly a decade.
