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At the heart of many of Heinz’s campaigns is a spirit that shirks the idea of moderation. Whether that means turning its product into a wide-ranging pasta sauce or morphing fries into spoons for easier condiment consumption, the brand has developed multiple products and stunts that ultimately encourage its more devout fans to enjoy the sauces they love liberally.
Now, the brand is directing that same energy to consumers in the Arabian Gulf looking to enjoy the tomato-based topping—or any messy sauce, really—without fear of staining a rather important article of clothing: the traditional men’s white robe.