Heinz innovates with first-ever ketchup insurance policy

Accidents relating to condiments can be quite common, a predicament that Heinz now aims to solve with its innovative insurance policy.

Heinz Arabia has unveiled a solution aimed at addressing the mishaps faced by ketchup enthusiasts – the introduction of the first-ever ketchup insurance policy.

This unique insurance offering is designed to mitigate the frustrations associated with ketchup spills, splatters, and stains, which Heinz touts as marking a significant step towards enhancing its customer experience.

According to Heinz Arabia, nearly half (48%) of its consumer base encounters ketchup-related accidents frequently, with a striking 91% affirming that the enjoyment of Heinz ketchup outweighs the potential mess.

In response, Heinz Arabia, in collaboration with a leading employee benefits app, has introduced a pioneering ketchup insurance policy that accommodates 57 distinct claims, addressing a wide range of ketchup mishaps.

Claims for ketchup-related mishaps

The policy’s official site lists these 57 damage descriptions, which Heinz says can be eligible for a claim. Some of the more distinct ones include:

• The Mega-Squeeze – the claimant attempts a mega-squeeze of Heinz ketchup, causing ketchup to disperse in all directions
• Heinz Sight – the claimant attempts to squeeze the bottle with a loose nozzle, causing temporary vision impairment
• Error 57 – the claimant spills ketchup upon their computer and/or computer equipment, impairing its function
• Young Picasso – the claimant’s young offspring use the ketchup for artistic purposes, resulting in a messy masterpiece
• Murphy’s Law – the claimant’s ketchup spill beats all the odds, and lands on the only white section of the affected object

Heinz says that this initiative was inspired by numerous social media postings depicting various ketchup spills and accidents. As a result, the company has formulated a comprehensive insurance package, covering an array of incidents from stains on carpets and clothing to unexpected splatters on pets, ceilings, and furniture. The policy is crafted to offer quick and straightforward compensation for those affected.

For residents in the UAE, the insurance policy enables them to claim a variety of compensations through rewards such as home cleaning services, laundry support, handyman services, and even luxurious spa treatments. These benefits are accessible via MyBenefits, a premier employee benefits application in the Middle East.

Passant El Ghannam, head of marketing at Kraft Heinz MEA, commented on the initiative.

“Here at Heinz, we recognize that our fans’ enthusiasm for our ketchup can occasionally lead to exuberant, albeit messy, situations. Our research indicates that 48% of them regularly deal with ketchup accidents, yet 91% assert that their love for Heinz justifies the occasional spill. This insight has motivated us to launch the ketchup insurance policy, transforming potentially frustrating moments into opportunities for delight and convenience, and allowing our avid consumers to relish their ketchup experiences without concern,” El Ghannam said.

Heinz Arabia encourages individuals who have encountered ketchup-related accidents that fall within the 57 covered claims to seek compensation. Claims can be filed through Heinz Arabia’s official website or social media platforms, utilising the hashtag #HeinzKetchupInsurance.

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