The new packaging is being introduced at participating restaurants and sports stadiums across eleven countries. Instead of adding another cup, packet or accessory to the meal, the design changes the fry box itself.

A Better Way to Dip Fries on the Go

The problem behind the idea is remarkably ordinary.

When fries are eaten in a car, at a stadium or while moving around, ketchup can become surprisingly inconvenient. Sauce packets need to be opened and held. Separate dipping cups need somewhere to sit. Some people simply squeeze ketchup directly onto their fries.

According to research commissioned by HEINZ, 70 percent of ketchup and fry lovers surveyed said they had spilled ketchup while dipping on the go. Another 80 percent said they had considered skipping condiments because of a lack of dip-friendly packaging options.

HEINZ Dipper responds to that behaviour at the packaging level.

The new box incorporates a dedicated space for ketchup, keeping the sauce beside the fries and making the dipping motion possible without needing a separate container.

The Fry Box Gets More Useful

The clever part of the design is that it does not completely reinvent the fry box.

People already understand how to hold it. They already know where the fries are. The only meaningful change is that the package now gives the ketchup its own place.

That makes the idea immediately accessible.

The dipping compartment is also shaped around HEINZ’s distinctive Keystone visual identity, creating a physical connection between the packaging innovation and the brand.

It is a nice example of a familiar object being redesigned around a familiar behaviour.

The package is not asking people to eat differently. It is making the existing habit easier.

When Packaging Becomes the Creative Idea

There is a tendency for packaging to play a supporting role in campaigns. Here, the package does the talking.

The consumer insight is small, but highly relatable. Fries are often eaten with ketchup, yet traditional takeaway packaging does not always account for how people actually dip them.

HEINZ has addressed the gap by putting the condiment compartment into the object already in the consumer’s hand.

That gives the packaging a functional role in the experience rather than leaving it as a container decorated with branding.

There is also a strong product connection. For a ketchup brand, creating a better way to consume ketchup with fries is a more natural innovation territory than adding another communication layer around the product.

The idea works because the brand’s role is clear.

A Global Rollout for the New Format

The HEINZ Dipper packaging is being introduced across six U.S. cities, along with Canada, Mexico, Brazil, Germany, Italy, Portugal, the Philippines, Thailand, China and Kuwait.

Participating restaurants and sports stadiums will serve fries in the new containers while supplies last.

The scale is significant for a packaging experiment. Kraft Heinz is using the rollout to test the potential for expanded distribution and longer-term growth within its Away from Home channel.

That gives the launch a practical business purpose alongside its creative appeal.

The real test is whether people find the packaging genuinely more convenient once the novelty disappears.

A Simple Idea With a Useful Job

HEINZ Dipper does not depend on a complicated technology or a completely new food format.

It takes three familiar things: fries, ketchup and a fry box, then brings them closer together.

The result is a packaging solution that is easy to understand because it is built around something people already do.

For HEINZ, the opportunity is particularly relevant. The brand is not simply appearing on the packaging. Its core product has helped shape how the packaging works.

That makes HEINZ Dipper a good example of packaging being used as more than a delivery mechanism. A small structural change turns a familiar takeaway box into part of the ketchup experience.

And sometimes, that is enough to make a very ordinary box worth talking about.

Credits

Kraft Heinz (NA and Global)
Global Chief Growth Officer: Diana Frost
Chief Marketing Officer, North America: Todd Kaplan
Vice President, Global Heinz Brand: Nina Patel
Head of Global Heinz Brand Communications and Creativity: Megan Lang
Director of External Communications and PR, North American Brands: Jenna Thornton
Associate Director, Global Heinz Brand Communications and Creativity: Lourenco Arriaga
Associate Director, Brand Communications, Heinz: Jamie Mack
Senior Brand Manager, Heinz: Keenan White
Senior Brand Manager, Global Heinz Brand Communications and Creativity: Jacqueline Chao
Senior Brand Manager, Heinz: Jacqueline Salamack
Senior Manager, NA Brand PR and Media Relations, Heinz: Kate Mitchell
Head of Brand and Creativity, Kraft Heinz Canada: Brian Neumann
Lead, Brand and Creativity, HEINZ Canada: Brooke Morrison
Head of Inclusive Marketing, Kraft Heinz: Danielle Spikener
Senior Brand Manager, Inclusive Marketing, Kraft Heinz: Dominique Robinson

Rethink CA
Chief Creative Officer: Aaron Starkman
Chief Creative Officer: Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Group Creative Director: Zachary Bautista
Group Creative Director: Geoff Baillie
Creative Director: Jacquelyn Parent
Creative Director: Luiz Faria
Art Director: Luiz Faria
Art Director: Loretta Lau
Art Director: Hayley Hinkley
Copywriter: Jacquelyn Parent
Strategist: Julian Morgan
Strategist: Emma Bayfield
Senior Producer, Broadcast: Tricia Lapidario
Associate Director of Integrated Production: Kate A. Spencer
Group Production Lead, Integrated: AJ Merrick
Group Business Lead: Adam Ball
Group Account Director: David Greisman
Group Account Director: Kai de Bruyn Kops
Account Director: Emily Anzarouth
Account Director: Linda Nguyen
Account Director: Hannah Casey
Account Supervisor: Ashlynn Labinaz
Account Manager: David Birer
Studio Manager: Todd Bennett
Studio Layout: Justin Chan
Studio Layout: Carl DeVouge
Proofreader: Davina Haisell

Zeno Group US
Head Foodie, Zeno US: Missy Maher
Executive Vice President, Brand: Jamie Dammrich
Vice President, Brand: Bri Shanley
Senior Account Supervisor, Brand: Bethany Roth
Account Supervisor, Earned Media: Veronica Smith
Senior Account Executive, Brand: Lulu Saias
Account Executive, Brand: Kaylee Braasch

Zeno Group Canada
Vice President: David Dwyer
Vice President: Brock McLaughlin
Account Director: Emma Keane
Account Manager: Ethan Gallagher
Senior Account Executive: Linda Hoang
Senior Account Executive: Claire Tam
Account Executive: Noor Masud

Photographers and Team
Photographers and Directors: Suech and Beck
Executive Producer: Lindsey Rebeiro
Food Stylist: David Grenier
Prop Stylist: Dani Reynolds

Post Production: R+D Post
Online: Hardave Grewal
Post Production Supervisor: Shannon Ing
Senior Post Production Supervisor: Tyler Erdelac
Digital Associate Creative Director: Alex Fleming
Digital Designer: Dustin Gamble

CGI Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Executive Account: Camila Holzmann
Planning: Le Alves
Planning: Beatriz Perrote
Planning: Tommy Martins
Head of Production: Laryssa Andrade
Production: Felipe Ribs
Head of Art: Igor RAS
CGI Artist: Mazola Rímoli

Audio and Music: R+D Post
Post Production Supervisor: Shannon Ing

Created by adam&eve\TBWA for Unilever, the limited edition activation temporarily renamed Marmite as “WeMite”, inviting fans to choose a jar based on how far they believed England would progress. It is a simple idea that combines packaging design, football culture and travel behaviour without changing the product itself.

A Jar That Matches Your Prediction

Rather than producing a standard football-themed pack, Marmite created three different WeMite jars, each reflecting a different level of confidence in England’s chances.

Supporters expecting a shorter stay could choose the “WeMite Reach the Quarters” jar. Those feeling more optimistic had the “WeMite Reach the Semis” edition, while believers that England would lift the trophy could pick the largest “WeMite Go and Win It” jar.

The concept transforms a routine shopping decision into something personal. Instead of simply buying Marmite, supporters were effectively declaring their tournament prediction before leaving home.

It is the kind of idea that needs very little explanation. The different jar sizes immediately communicate the joke while giving people something they are likely to share with friends before travelling.

A Small Design Change With a Big Role

The packaging remains unmistakably Marmite. The familiar yellow lid, black jar and recognisable label are all still there, with only one meaningful change. The word “Marmite” becomes “WeMite”.

That small adjustment shifts the focus from an individual product to a shared experience. During an international tournament, football supporters naturally speak in terms of “we”, making the temporary rebrand feel timely rather than forced.

Instead of covering the jar with football graphics or national symbols, the design keeps everything restrained. The simplicity is what makes it memorable.

Taking the Idea Beyond the Shelf

The WeMite campaign was supported by social and experiential activity, helping the idea reach supporters before they even boarded their flights.

As part of the activation, Marmite partnered with Heathrow Express to make the limited edition jars available to fans travelling to Heathrow Airport. It placed the product at exactly the moment people were packing, travelling and preparing for weeks away from home.

That partnership also reinforced the campaign’s central thought. Marmite was presented not simply as breakfast, but as one of the familiar comforts many British travellers like to take abroad.

Morgan McAuley, Senior Brand Manager at Marmite, said the idea was to make sure supporters could still enjoy “a proper taste of home” while following England overseas.

Why the WeMite Campaign Works

Many football campaigns rely on emotional storytelling or dramatic films. WeMite succeeds by doing almost the opposite.

The creative idea lives inside the product itself. There is no complicated mechanic and no lengthy explanation. Fans understand it the moment they see the jars lined up together.

Creative Directors Darren Beresford and Richard Gayton described the inspiration as the thought of England supporters facing American breakfasts without Marmite. That observation provides a light-hearted starting point for a campaign built around travel, optimism and national rituals.

By turning tournament predictions into packaging, the WeMite campaign found a fresh role for one of Britain’s best-known brands. The jars are practical enough to travel with supporters, collectible enough to spark conversations and simple enough to be remembered long after the tournament ends.

Credits
Client: Unilever
Brand: Marmite
Project/Campaign Name: WeMite

Client names and Job Titles:
Claire Racklyeft – Condiments Category Director
Morgan McAuley – Senior Brand Manager
Harrison Doyle – Marketing Assistant
Sean Speczyk – Social Media Manager

Agency: adam&eve\TBWA

Creative:
Ant Nelson & Mike Sutherland – Chief Creative Officers
Matt Gay – Executive Creative Director
Darren Beresford & Richard Gayton – Creative Directors/Creatives
Phoebe Wright – Senior Social Director

Production:
Jaki Jo Hannan – Head of Production
Lindsay Moyes – Producer

Planning:
Will Grundy – Chief Strategy Officer
Sarah Carter – Global Planning Partner
Liora Ingram – Planning Director

Account Management:
Miranda Hipwell – Chief Executive Officer
Flemming Lerche – Managing Partner
Max Sullivan – Business Director
Barnaby Kelly – Account Director

Project Management:
Kirsty Harris – Project Director

Design: adam&eve\TBWA
Scott Silvey – Head of Design
Will Whittington – Designer

PR: W Communications

Retouching: Luke Kirwan, Black Box Studio
Photography: Luke Kirwan, Black Box Studio
Box and Jar Production: Scott Whall, The Hub London.

This campaign is about:
WeMite Campaign, Marmite, Unilever, adam&eve\TBWA, W Communications, Packaging Design, Creative Packaging, Limited Edition Packaging, Packaging Campaign, Brand Activation, Experiential Marketing Campaigns, Football Marketing, Sports Marketing, England Football Fans, Tournament Marketing, Travel Marketing, Consumer Branding, Food Marketing, FMCG Marketing, Creative Campaign, Product Packaging, Brand Experience, OOH Campaigns

Credits
Brand: Heinz
Campaign: The Pour-Perfect Bottle
Advertising Agency: Rethink, Canada
Creative Director: Mike Dubrick, Joel Holtby
Executive Creative Director: Aaron Starkman, Christina Yu
Art Director: Hayley Hinkley
Writer: Jacquelyn Parent
Designer: Erin Maguire
Strategist: Julian Morgan, Sean McDonald
Broadcast Producer (in house): Alex Butt
Production Coordinator: Spencer Houghton
Production Company: Fuze Reps, Crimson Fish
Photographer: Adrian Armstrong
Retoucher: Adora Beatty
Editor: Dustin Gamble
Post Production House: R+D Productions
On-Line: R+D Productions
Grading: Alter Ego
Colourist: Conor Fisher
Audio House: Vapor RMW
Group Account Director: Amy Greenspoon
Account Director: Kai de Bruyn Kops
Account Manager: Sarah Shiff

Tags:
Packaging Design, Canada, Food, Rethink, The Pour-Perfect Bottle, Creative Packaging, Product Packaging Design, Heinz Ketchup Pour Perfectly, The Pour-Perfect Bottle

Colombians are characterized by being generous, that’s why one of the most emblematic drinks of Colombia, created a special edition to give a message of brotherhood and respect to our Venezuelan brothers. Proving that before being Colombians, we are people, we are #BrotherCountries

Credits:
Brand: Colombiana
Product: Hermanos
Campaign: Brother Countries
Agency: Sancho BBDO
Executive Creative Director: Mario Lagos, Diego Almanza
Creative Director: Andrés Luque, Daniel Delgado, Sebastián Cuevas, jhonny victoria
Copywriter: Jerónimo Zapata, Alejandro Arango
Art Director: Ricardo Solano, Andres Guevara
Account Director: Ana María Arango
Animation: Ricardo Solano
Account Executive: Sergio Chona

Tags:
Hermanos, Colombiana Brother Countries, Venezuela, Product Packaging, Creative Packaging

Due to the oval form and the round bottom, which is significant heavier than the top, the packaging is capable of always standing back up by itself.
It comes in a range of 9 different colours and can hold up to 6 pills at a time.

“The stand up packaging” was given for free with every purchase of chronoerrect at both the online shop “passage du desir” and “the love store” in downtown Paris. Furthermore, “the stand up packaging” was also distributed by selected doctors, who gave it to every patient they provided with a sample of chronoerrect.

In the end, we proofed that “passage du desir – the love store” literally never lets men down.

Credits
Brand: Passage du désir
Agency: Serviceplan
Campaign: The Stand Up Packaging
Chief Creative Officer: Alexander Schill
Executive Creative Director: Alexander Nagel, Hervé Poupon
Creative Director: Tom Meifert
Copywriter: Oliver Weber
Art Director: Marko Savic, Anne Clemencon
Customer Consulting Account Supervisor: Frederike Enk; Marcel Duy; Perrine Collin; Emilie Martin
Graphic Design: Jonas Menze, Tristan Baumgartl
Production Company: LITTLE STAR

Tags:
Innovation, Technology, Innovative Packaging, Packaging Design, Creative packaging, Serviceplan, The Stand Up Packaging, LITTLE STAR, Best Innovative Campaigns, Innovative Technology ideas, Best Technology Campaigns

Let’s suppose that you enter a book store and head towards the fantasy section on a whim. Let’s also assume that you’ve decided to be adventurous, and will pick a writer that you do not know of beforehand. Now that you’ve taken your previously gained literary experience out of the equation, you are left at the mercy of your instincts. Here’s where the power of book covers comes into place. When you’re shuffling through a stack of books you know nothing about, you’re bound to pick one with a cover that looks interesting to you. Now, apply the lesson learned in this fictional experience to the almost inexhaustible list of products in the market. Apply this anecdotal knowledge to the vastness of the retail world composed of department stores, mass merchandisers, department stores, factory outlets, supermarkets, and e-commerce portals. When you allow yourself to travel this train-of-thought, you’ll bump into the idea of package design. In a world flooded with choices, brands undertake every measure possible to establish unique identities for their products. In the same world, package design is one of the manifestations of a brand’s identity. It is the integration of complex design elements with parts of a basic framework. In clearer words, a brand can say a lot about its message to its customers by tweaking basic design elements like structure, form, typography, aesthetics, colors, and more. A professional packaging design agency plays an important role in streamlining the design elements and brand messaging. The agency enables seamless communication between the consumer and the brand via beautiful combination of various elements on product packaging.

Diversity in packaging design — You can run into two different packaging designs for the same product depending on the region you buy it in. There’s a reason for that.

We live in a world where no two cultures are the same. The hopes and dreams of a typical teenager living in China are completely dissimilar to the aspirations of a typical adolescent living in Syria. We’re divided into 7 continents, which are further divided into countries, which are further divided into states, which are further divided into cities and villages. Moreover, the markets for different products are also different. Thereby, brands need to worry about multiple considerations while developing a product’s packaging design.

For instance, the packaging design for toys is often composed of bright colors and punchy details. However, the packaging for a Scottish whiskey will have distinct design cues pertaining to its geographical heritage. Furthermore, bottles of alcohol beverages innovate more with packaging shapes than with colors. Based on the region a product is being marketed in, the typography on its packaging design can reflect certain design cues adopted after examination of demographics and other research data. Simply put, product packaging doesn’t depend only on the brand’s identity, it can also vary with other variables. After all, it makes sense to tweak packaging design for a product depending on the geographical placement, cultural dispositions, and the desires of its target audience.

Effective Packaging Design is directly proportional to good business — 76% of consumer decisions are made in-store, and product packaging acts as the first point of contact in consumer-product interactions. The math makes sense, doesn’t it?

If done right, packaging design can drive a product’s sales figures through the roof. There are multiple reasons for this outcome. For starters, with the packaging design being a manifestation of a brand’s identity, it becomes part of the complete product experience. Starbuck’s marketing model is enough proof that selling an experience works better than selling just a product. Sturdy packaging ensures that the product does not face an untimely death while it is being shipped to retail outlets. Furthermore, packaging design also enhances a product’s recall value, in turn creating recurring customers.

Why hire a packaging design agency?

The most obvious reason to hire an agency to take care of your product’s packaging design needs is to have access to the agency’s researchers. The packaging design created by a competent agency will not only weigh in on the skillsets of professional packaging designers but will also provide you a logical basis as to why their design will boost your business. Hiring a professional design agency also comes with a fair dose of credibility that other outsourcing avenues might lack. At the end of the day, effective packaging design will pay for itself. Therefore, hiring a trustworthy design agency to do the heavy lifting makes total sense!

Author: Megha Malik, co-founder, DesignerPeople

Tags:
DesignerPeople, Packaging Design, Product packaging, Branding, Packaging designers, Print advertising, Packaging design agency, Sales Marketing, Brand Marketing, Sales Strategy, Marketing Strategy, Creative Packaging, Latest Marketing News, Advertising Agency News, Brand News

Birch & Waite approached evo to launch a range of batch-crafted sauces for the professional food service industry. They identified a critical lack of differentiation between these high-end sauces and low quality mass produced alternatives, then used an impactful creative approach to integrate a successful launch across multiple media and target groups.

Creatively shown the fresh ingredient they put in their products. Birch & Waite

Pepsi Axl Glass Bottle
Manufacturer : PepsiCo, USA
www.pepsico.com
In-house design
PepsiCo Design & Innovation Center, New York, USA, USA
Design: Tether, USA