Heinz x Fenway

Heinz x Fenway

IYKYK: Leveraging Fenway's Iconic "Red Seat" to Confirm Heinz' Long Awaited Stadium Debut.

When rumors surfaced that Heinz was finally coming to Fenway, fans erupted. After years of complaining about the stadium's generic ketchup, the longawaited partnership felt inevitable.

Buried in Fenway lore is the Lone Red Seat the only red seat in a sea of green. It marks where Ted Williams' legendary 502 foot home run landed, the longest in Fenway history. More importantly, it happened to be Heinz red. So instead of announcing the partnership, we simply thanked Red Sox fans for keeping our seat warm all these years with a full page ad in the Boston Globe.

The ad became an instant fan favorite and even made it to the front page of reddit, thanks to thousands of upvotes on r/MLB, r/baseball and r/redsox. It was hailed for it's insider baseball authenticity that spoke directly to Fenway fans, honoring their storied history.

Heinz fanatics had spoken. When it has to be Fenway...it has to be Heinz.