This just in! Heinz just fixed one of fast food’s most annoying problems.
One of the world’s most famous food brand has launched the Heinz Dipper, a new fry box with a built-in ketchup compartment!
Designed in partnership with creative agency Rethink, this unique packaging idea essentially solves a problem that nobody thought needing solving.
For decades, fries and ketchup have been inseparable, yet the way they’re served has never truly reflected that relationship. Loose sauce packets, messy trays, and awkward balancing acts have been accepted as normal. The Heinz Dipper challenges that norm by building the condiment directly into the box itself. No extra packets. No more juggling sauce packets, no more spills, and no more awkward balancing acts. It’s fries and ketchup, together, the way they’ve always been meant to be.
If you think about it, this is such a subtle, but brilliant lesson for creative professionals. Instead of adding more ads or tech, Heinz improved the actual moment people care about: eating their fries. The packaging becomes the experience, turning a simple box into a product demo you can hold in your hand and something that people will remember and talk about for it’s simple ingenuity.
Rolling out across 11 countries, including the U.S. and Canada, the Heinz Dipper is not flashy or complicated. It just makes life a little better. And in the end, that’s the best kind of advertising.
