Rolling out nationwide through August, Heinz has launched The United States of Saucemerica Collection, a limited edition lineup of 50 U.S.-inspired condiment packaging designs.
Saucemerica packets are available in seven condiment varieties, with each packet’s design corresponding to one of the 50 states and its most notable dish.
Heinz is encouraging consumers to collect as many packets as possible and upload photos of them to saucemerica.com for a chance to win $500,000 worth of prizes.
Devaang Sibal, brand manager, Heinz Away from Home, said in a statement that “collecting culture” has become a popular practice.
“Perhaps the most unexpected collectible is the Heinz packet,” he said. “An iconic on-the-go staple, Heinz fans everywhere collect packets in their homes, bags and cars, to ensure they are always on hand in case of a condiment conundrum.
“With the Saucemerica Collection, we are excited to pay homage to this fan behavior with the unique, hometown pride-evoking designs and multiple chances for fans to win prizes.”
The Saucemerica packets feature Heinz Ketchup, Yellow Mustard, Mayonnaise, Ranch, Barbecue Sauce, Tartar Sauce or Simply Ketchup. From a Maryland Crab Cake-inspired Tartar Sauce packet to Texas Brisket Barbecue Sauce, Heinz paired each state with the condiment the company believes best enhances the dish.
To ensure consumers can collect as many packs as possible, every participating operator will receive a mix of states throughout June, July and August, depending on which of the seven Heinz condiment varieties they feature on their menus.
When fans submit photos, Heinz will verify them, and then they will see their Saucemerica map update to indicate they have been counted. Consumers are also encouraged to “Take a Spin Around America” each day for a chance to win one of more than 1,000 prizes.
At the end of August, participating consumers will be entered for a chance to win prizes ranging from $500 to a $100,000, based on how many packets they collected.
The new Saucemerica Collection supports Heinz’s first global creative platform, “It Has to be Heinz,” that is inspired by real stories, including those from fans who always keep condiment packets on hand for “sauce-mergencies.”
