Heinz releases 'unofficial' ketchup in response to FIFA brand blackout
· Toronto Sun
The ketchup cannot be stopped.
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During this year’s World Cup, FIFA has been covering up brand logos in stadiums where the tournament is being held. As reported in the Toronto Sun , the global soccer organization is going to great lengths to appease its corporate sponsors by censoring pre-existing branding with companies with which FIFA has no deal.
Even Heinz ketchup dispensers have had their logos covered at the so-called “Toronto Stadium” (real name BMO Field), but unlike others, Heinz has gotten in on the game. The condiment giant is releasing its “Unofficial Stadium Ketchup,” for Canadians, containing the unmistakable Heinz branding, but with the name on the bottle blocked out, just they way they are at the games.
‘Exclusively’ for Canadians
“Inspired by the now viral bottles, they have created their own ‘Unofficial Stadium Ketchup,’ intentionally blocking out the label just like at the football stadiums,” a press release said. “The LTO product is available exclusively to Canadians, who can join the fun and bring the stadium experience to life, even if they are watching at home! … Because if a ketchup bottle can be covered up and still be instantly recognized by millions of fans around the world, there’s only one conclusion: It has to be Heinz. ”
Food prices at the games have been turning heads, too, especially at BMO Field (Oops! Make that Toronto Stadium, apologies) with a footlong hotdog priced $19.75, chicken tenders and fries priced at $25.25, poutine at $17.75 and a cheeseburger for $25.25.
“2 Footlong hot dogs and 2 drinks – $57.50!!!! WTH!!!” commented one Instagram user, referring to the Visa Cardholder Combo.
— With files from Dan Bilicki.