Heinz Made a Ketchup Jigsaw Puzzle, and Every Single Piece Looks the Same

The pastime equivalent of getting ketchup out of a glass bottle, created for fans in quarantine

Red puzzle
Heinz and agency Rethink Canada created a puzzle for the patient ketchup fan. Heinz

Like bringing a frustrating dream to life, Heinz has developed a 570-piece, all-red ketchup puzzle–and every single piece looks the same.

The condiment giant is giving away 57 of the puzzles in 17 countries (excluding the U.S., unfortunately for American ketchup fans in lockdown) on its social channels in a campaign created by agency Rethink Canada.

Poking fun at how frustrating it can be to get ketchup out of a glass bottle, Heinz said the “ridiculously slow” and monotonous jigsaw pays homage to its “slow-pouring” condiment.

“Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two,” said Brian Neumann, senior brand manager at Kraft Heinz Canada.

“This puzzle is worth the patience—only this time, you can’t hold it at the perfect angle to solve it,” he added.

Heinz is not the only brand to jump on the puzzle bandwagon, which has gained in popularity around the world as people look to keep themselves entertained indoors during the coronavirus lockdown.

Earlier this week, McDonald’s rolled out a limited edition burger jigsaw in Europe, offering something for consumers to focus on while they wait for stores to reopen. Both were created in extremely limited quantities, though, highlighting that the projects are more aimed at marketing and PR than at actually keeping the quarantined masses entertained. But perhaps the initial buzz will persuade the brands to roll out their creations in earnest.


Title: Heinz Ketchup Puzzle
Client: Kraft Heinz
Head of brand build communications and innovation: Nina Patel
Senior brand manager: Brian Neumann
Ahency: Rethink
Chief creative officer: Aaron Starkman
Creative director: Mike Dubrick
Art director: Zachary Bautista
Writer: Geoff Baillie
Designer: Erin Maguire
Strategist: Julian Morgan
Producers: Anna Tricinci, Todd Harrison
Photographer: Alex Butt
Print producer: Narine Artinian
Editor: Tyler Erdelac
Account services: Amy Greenspoon, Kai de Bryun Kops, Allie Kennedy
Audio house: Vapor Music
Audio engineer: Art Mullin.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.