PROBLEM
The Dutch have an irrational love for the Frikandel Speciaal. It’s the guilty-pleasure snack they’ll never give up. But while they adore it, they forget the special ingredient that actually defines it: the curry. Curry is the flavor hero.
The part that transforms the snack. Yet it always hides under mayo unseen, forgotten, underrated.

IDEA
Heinz is stepping in to give the flavor hero its spotlight again. We’re introducing our richer Curry Kruiden Ketchup directly where it matters most: in local snack bars across the country. To make sure curry finally becomes the hero again, we designed a brand-new foldable tray that changes how the snack is enjoyed. It pushes the Frikandel forward as you eat, keeps curry on top (literally), and removes the need for plastic forks. Better for flavor. Better for the planet. And every fold reveals Heinz copy, turning an everyday tray into an interactive media touchpoint that feeds the story of Heinz Curry with every bite.

EXECUTION
We’re partnering with the nation’s favorite snack bars to bring Heinz Curry to every Frikandel Speciaal they serve. And with our foldable tray included in every order, we’re making sure curry always stays where it belongs - On Top.