You know those little cardboard pouches in which fast food places serve fries? Different brands decorate them with a variety of colourways, but they’re all basically the same shape, aren’t they?

Some bright spark on Heinz’s account has noticed this – and clocked the resemblance to the box around the logo on the front of bottles of its ketchup. From there, it’s not a big jump to ‘When it’s fries… it has to be Heinz’.

But how best to execute the idea? The ad simply shows a series of pouches, highlighting their similarity all over the world, with the Heinz box slowly forming around them. Viewers will likely guess what’s happening long before the end – but that in itself underlines the ad’s point.

The soundtrack of Rossini’s William Tell Overture is a good choice too, seeming to invite applause at its conclusion.

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