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Heinz Ketchup is a staple in Canadian households. That said, it’s seen its share of challenges from new category entrants. Brand affinity scores were declining as competitors stole share. The objective was to reignite an emotional connection in a culturally relevant way to bolster consumer loyalty. This became harder during the pandemic. With all non-essential workers at home a classic pastime re-emerged: puzzles. Heinz knows that good things take time, so it decided to release what might be the slowest puzzle ever made – 570 pieces all in identical Heinz Ketchup red.