From Heinz.
People choose their fries deliberately and take whatever ketchup arrives, because ketchup is a commodity.
The trapezoidal fry box is the same silhouette as the Heinz keystone. Photograph the boxes, show no product.
The Stupid/Smart of it
Stupid: Spending a global budget photographing other companies' packaging, with no bottle, no label and no red anywhere.
Smart: A ketchup ad with no ketchup is reckless, until you notice the logo has been sitting in every restaurant for seventy years.
Only a brand with 150 years of shape consistency can be recognised by silhouette alone; the absence is the proof of the equity.
Once seen it cannot be unseen, so every fry box in the world becomes free Heinz media, permanently.
Noticing at all. The execution is trivially simple; the observation is the entire asset.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
The devices behind this one, from our library of ways in: