The Dutch prefer mayonnaise to ketchup on their fries. So, how do you get them to switch? By creating a ketchup version of another Dutch favorite—sprinkles.

Dutch sprinkles, known as Hagelslag, are tiny chocolate granules that are often put on savory foods, such as buttered bread. (More than 30 million pounds of Hagelslag are said to be eaten annually in the Netherlands.) Now, with help from agency Gut Amsterdam, Heinz has created a ketchup-flavored version of Hagelslag—and is encouraging the Dutch to sprinkle it on their fries.

A video introduces the product with help from Dutch actress Nienke Plas.

“Why is a ‘patatje met’ always just with mayonnaise, and what would it be like if we could sprinkle Heinz tomato ketchup on top in the shape of traditional Dutch chocolate sprinkles? Then we would merge the best of two Dutch traditions,” said Belén Llamazares Carballo, marketing director at Kraft Heinz. 

The campaign launches this week on social and out-of-home across the Netherlands, with an activation at Heertje Friet in Amsterdam on Sept. 6-8.

 

 

 

 

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“At Heinz, it’s always our main goal to convey irrational love and put a smile on as many faces as possible,” Carballo said. “Add an innovative surprise element with a touch of humor and you have the answer to the questions we asked ourselves: Hagelchup. We hope to surprise many fans during this exclusive activation and we look forward to seeing all the happy faces after the first bite.”

“This campaign is all about applying a uniquely Dutch lens to the universal appeal of Heinz ketchup,” said Guillaume Roukhomovsky, creative director at Gut Amsterdam. “Sometimes, the gutsiest work happens when we take things that aren't serious very seriously. We knew that Hagelchup was a bold idea to bring to Heinz, and the fact that the team was immediately game is a real testament to the brand’s sense of fun.”

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