Heaven & Hell Shanghai and Heinz turn fries into football stars for World Cup themed campaign

After “For Winning Tomatoes, It Has to Be Heinz”, Heaven & Hell Shanghai has reunited with Heinz and Illusion CGI Studio for its latest out-of-home campaign, “Fries That Want to Win, Dip Heinz”, ahead of the FIFA World Cup 2026.

On the eve of the FIFA World Cup 2026, Heinz rolled out its “Fries That Want to Win, Dip Heinz” OOH campaign across key metro lines in Beijing, Shanghai and Guangzhou.

The campaign playfully turns “fries dipped in Heinz ketchup” into three classic on‑pitch moves—sliding tackle, bicycle kick, and a thunderbolt strike—rallying fans to enjoy fries with Heinz while they watch the matches. It also invites the public to invent more “fries × ketchup” football moves and share them on Xiaohongshu and social channels to get everyone creating and playing along.

Credits
Title: Fries that want to win, dip Heinz.
Client: Heinz
Brand: Tomato Ketchup
Agency: Heaven&Hell
Creative Director: Sihan Jin, Danny Li
Art Director: Xinyi Wu, Weiyi Li
Copywriter: Sihan Jin
Senior Account Manager：Sanako Zhang
Photographer: Illusion CGI Studio
Illustrator: Illusion CGI Studio
Animator: Illusion CGI Studio
Production Company: Illusion CGI Studio