During the 2026 World Cup, non-sponsor brands were often hidden, blurred or covered from broadcast imagery.
The tournament went as far to covering condiment bottles at stadiums, to adhere to its sponsorship agreements. When Heinz encountered this, fans were quick to notice the futile attempt at hiding what many instantly recognised as the household staple ketchup brand.
The brand claimed its moment in the conversation, turning its cover-up into a global takeover across its product distribution. It’s ketchup bottle packaging around the world mimicked the stadium’s block out, bringing fans the stadium experience home.