Introducing Hagelchup: ‘The most Dutch ketchup ever made’

Amsterdam-based creative agency GUT and Heinz are back with a campaign that's as inventive as it is fun, transforming the iconic Heinz ketchup into a uniquely Dutch treat – ketchup sprinkles.

Heinz Tomato Ketchup is beloved around the world, however in the Netherlands it faces a unique challenge: mayo. For the Dutch, mayo is the go to condiment, leaving even the most iconic ketchup brand to play catchup.

So, when it came to launching its latest campaign, Heinz, a brand synonymous with irrational love, asked a simple question: How can we make Heinz feel more Dutch?

GUT found the answer by reimagining Heinz Tomato Ketchup for the first time since 1869 and creating… Hagelchup, inspired by none other than the beloved Hagelslag. The Dutch sprinkles have been a staple for generations, with the Netherlands consuming a staggering 14 million kilos* of Hagelslag each year, with 750,000 slices of bread topped with Hagelslag eaten daily.

The creative takes the famous Heinz slogan “It has to be Heinz” and gives it a distinctly Dutch spin “Even if you sprinkle it, it has to be Heinz.” This playful twist sees Hagelslag reimagined as Heinz ketchup-flavoured, brought to life with a video starring Dutch actress Nienke Plas. Tapping into Dutch consumers’ deep-rooted love for Hagelslag, GUT not only highlights Heinz’s innovative take on its most famous product, but speaks directly to local culture in a way that’s both memorable and shareable.

The campaign celebrates both Heinz’s heritage and Dutch culture, featuring Hagelchup in the iconic Heinz bottle and made in the same De Ruijter factory famed for making the world-famous Dutch chocolate sprinkles. The result is a truly Dutch fusion of local culture and global brand recognition.

“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.” says Belén Llamazares Carballo, Marketing Director at Kraft Heinz. “At Heinz, it’s always our main goal to convey irrational love and put a smile on as many faces as possible. Add an innovative surprise element with a touch of humour 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,” says 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.”

The exciting initiative is supported by a comprehensive 360-degree marketing strategy, including social, OOH, 3 tonnes of sprinkles and a physical activation, a pop-up at a snack bar in Amsterdam, ensuring the message resonates across multiple touchpoints.