Heinz Sponsors Apostrophes for Restaurants Serving its Iconic Ketchup

Apr. 14, 2026

Heinz, the Kraft Heinz brand known for the world’s #1 ketchup, launches the "Heinz Apostrophe" campaign—an initiative that transforms a common detail on storefronts into a new quality indicator. The idea is to sponsor the apostrophe found in many restaurant names in Brazil and replace it with a Heinz ketchup sachet, creating a visual cue that allows consumers to identify, even before entering, whether the establishment serves the brand.

The campaign is based on an already established behavior: for many consumers, the presence of Heinz is directly associated with quality and can influence their choice of where to eat. Created by Africa Creative, the initiative brings this decision-making moment outside, turning a simple facade detail into a new media space—making it visible in an immediate and intuitive way.

Thiago Lopes, CMO of Kraft Heinz Brazil said:

"Heinz established itself in Brazil by consistently delivering high-quality products since entering the market over a decade ago. Over time, this quality credential has extended to the establishments that choose Heinz to complement their menus—essentially, having Heinz on the table signals excellent food. ‘Heinz Apostrophe’ was created to highlight this seal of superior quality and to celebrate our partners, who help make people’s lives more delicious every day."

 

Rog Chaves, co-CCO of Africa Creative added:

"Thousands of restaurants across the country have that apostrophe on their signage. Now, we’ve given it a delicious new purpose: to signal that you’ll find the best ketchup there. A unique verification seal."

 

The campaign unfolds through a digital film that introduces the initiative and invites restaurants across the country to join, as well as multiple out-of-home formats throughout Brazil. The strategy also includes food content creators, who will react to the idea in their own formats, amplifying the conversation across social media.