Heinz Ketchup's 570-piece, all-red ketchup puzzle spells torture for those under quarantine

Brand is the latest to create a jigsaw during the pandemic

Published On
May 06, 2020

Editor's Pick

Jigsaw puzzles are shaping up to be a new trend in pandemic marketing. Earlier this week, McDonald’s announced it would be giving away 500-piece burger puzzles in Belgium. Now, Heinz Ketchup has introduced its own jigsaw—but one that’s inarguably more challenging than that of the Golden Arches.

Created out of agency Rethink, the Heinz puzzle not only has more pieces than the McD challenge—570, a nod to the ketchup’s name—all are nothing but Heinz red, with no pictorial cues to help players out. 

In yet another nod to the red stuff, Heinz is billing the puzzle as “ridiculously slow,” promising to take up plenty of your time during quarantine.

The campaign is running in 17 countries around the word (Canada, the U.S., the U.K., Japan, Australia, Ireland, Sweden, Denmark, Poland, Australia, New Zealand, Japan, Brasil, Netherlands, Chile, Argentina, Czech Republic, Romania, South Korea), with 57 puzzles up for grabs in each. For a chance to win, consumers need to head over to @Heinz on Instagram and add a comment on who they’d like to finish the puzzle with. 

“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 Kraft Heinz Canada Senior Brand Manager Brian Neumann in a statement.  "This puzzle is worth the patience, only this time, you can’t hold it at the perfect angle to solve it." 

Update: Heinz has now made the ketchup puzzle available for purchase for $24.99 USD at heinzketchuppuzzle.com while supplies last. The company will be donating $10,700 (enough for 107,000 meals) to Feeding America, representing U.S. profits from the sales. 


May 06, 2020
Client :
Agency :
Head of Brand Build Communications & Innovation :
Nina Patel
Senior Brand Manager :
Brian Neumann
Chief Creative Officer :
Aaron Starkman
Creative Director :
Mike Dubrick
Art Director :
Zachary Bautista
Writer :
Geoff Baillie
Designer :
Erin Maguire
Strategist :
Julian Morgan
Producer :
Anna Tricinci
Producer :
Todd Harrison
Photographer :
Alex Butt
Print Producer :
Narine Artinian
Editor :
Tyler Erdelac
Account Services :
Amy Greenspoon
Account Services :
Kai de Bryun Kops
Account Services :
Allie Kennedy
Audio House :
Vapor Music
Audio Engineer :
Art Mullin

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