Heinz Arabia and Saatchi & Saatchi MEA’s new campaign highlights a familiar frustration

Saatchi & Saatchi MEA has created a new print campaign for Heinz Arabia, titled ‘Never Enough,’ built around a painfully familiar truth for ketchup lovers: when you order food, the ketchup sachets never quite match the meal and the frustration hits harder when that ketchup is Heinz.

As economic pressures push food delivery outlets to cut back on condiments, what used to be a generous handful of sachets has quietly shrunk to one, maybe two. This small change has sparked a big reaction, dominating social conversations and becoming a shared cultural annoyance among fans.

Heinz chose to lean into this brand love moment that was already happening. Never Enough taps into a behaviour ketchup fans have lived with for years, turning it into a platform only the brand could credibly own.

Brought to life through OOH, social and print, the campaign proves that in a world obsessed with AI, tech and spectacle, a simple human truth, when rooted in real brand love, is more powerful than any gimmick.

Within hours of launch, the campaign quickly validated the strength of this shared truth, resonating widely with audiences. Enough to prove Heinz ketchup is fans’ favourite.

The campaign proves that Sometimes the smartest thing a brand can do is step back and recognize the loyalty that’s already there. Heinz didn’t need a stunt, just the sensitivity to notice that a tiny everyday frustration was actually a powerful sign of brand love.

Credits
Advertising Agency: Saatchi & Saacthi MEA
Production Company: Prodigious MEA
Bassel Kakish – Group CEO
Nathalie Gevresse – CEO Publicis Communications
Tahaab Rais – CSO
Sebastien Boutebel – CCO
Ramzi Sleiman – CEO / Saatchi Gulf & Saatchi Wellness
Nadim Ghrayeb – CEO – Leo Burnett Gulf
Rodrigo Leal Rodrigues – Executive Creative Director
Shereen Mostafa – Head of Production
Rita Harbie – Senior Creative Director
Hagall Muniz – Creative Director
Diego Espinoza – Associate Creative Director
Stephanie Rodriguez – Senior Copywriter
Marcelo Gasparini – Art Director
Sami Saleh – CEO – Prodigious
Paulo de Almeida – Retoucher – Prodigious
Mahmoud Jaber – BD – Leo Burnett Gulf
Shakeb Nezam – Senior Account Manager – Leo Burnett Gulf
Gabriel Noronha – PrePress Operation Manager – Prodigious
Joumana Haddad – Production Director
Sylvia Trinidade – Creative Services Senior Executive
Davi Callderon – Photographer