Ketchup fans really love Heinz Ketchup, and parent company Kraft Heinz has showcased that zeal in recent campaigns – including limited-edition merchandise – for the nearly 150-year-old condiment.

In a video by Heinz called “It Has To Be Heinz” that’s “based on true events,” fans got tattoos of Heinz products, stole packets from room service carts, enjoyed ketchup on ice cream and sushi, and even slipped a packet into the suit pocket of someone in a casket.

Taking both that enthusiasm and generational marketing into consideration, Heinz partnered with distributor Zagwear (asi/365552) to design an “Emotional Support Ketchup Bottle” (ESKB) to coincide with Valentine’s Day.

Heinz teamed up with Zagwear (asi/365552) to design this Gen Z-inspired “Emotional Support Ketchup Bottle” box.

The companies positioned it as a play on the Gen Z trend of carrying an “emotional support water bottle” – particularly important around the often emotionally complicated Valentine’s observance.

A school librarian explains the function of each of her “emotional support cups” in this TikTok video.

The limited-edition Heinz bottles, sent to influencers and media reps as well as offered for retail sale on Amazon, arrived in a branded presentation box with graphics of Heinz-inspired tattoos. Inside, the items nestled in the cut-foam insert included the bottle, silicone twistable cap, adjustable and detachable red carry strap, carabiner and decorative stickers. A message inside the lid stated: “In case of emergency, crisis, anxiety, boredom, major life events, dinner with friends, or a BBQ with that one weird uncle who doesn’t believe in condiments, bring us with you.”

The project took about five months from start to finish, according to Lenny Polakoff, executive vice president/partner at Zagwear and manager of the project. All items were custom-made overseas.

An assembled “emotional support ketchup bottle” on the go.

“The ESKBs were targeted toward a passionate fan base of Heinz Ketchup,” said Polakoff. “The idea was well-done and well-executed, tying into a current Gen Z trend on TikTok and other social media platforms. That combination made it very relevant for the moment with a lot of exposure.”

Zagwear produced 1,500 boxes, 200 of which were shipped to influencers and PR/media representatives. The stock on Amazon, which sold out in one week, resulted in about $10,400 in revenue.

Influencer and #HeinzPartner @ericaeatseverything was one of the 200 recipients of an ESKB box.

“We offer a creative, boutique-agency approach for a client like Kraft Heinz,” said Polakoff. “We operate more like an agency than a sales organization. We’re integrated into their big plans and we’re a core spoke in that wheel. There’s a lot of trust with us, not only on the execution side, but also with safety, compliance and responsible sourcing.”

As Heinz’s agency of record for the past 20 years, Zagwear exclusively produces all of the company’s merchandise, promotional products and premiums. “It’s a relationship that’s continuing to grow and thrive,” Polakoff said.

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