Post Post Credits

In Dubai, a city obsessed with speed, Heinz leaned into the opposite: patience.

The insight? People willingly wait for the slow pour of Heinz and for post-credit scenes at the cinema. Both are irrational rituals that feel worth it. So, Heinz created the world’s first ad interrupted by a movie, a two-part story played exclusively at Reel Cinemas in Dubai Mall. The first half aired before the film, ending on a cliffhanger. The second part? Hidden after the credits, rewarding those who waited with a punchline, a QR code, and a free meal from one of 30 partnered restaurants. Each ad was genre-specific, blending seamlessly with the film and turning a passive moment into active participation.

The campaign elevated Heinz from a household staple to a cultural experience, strengthened food partnerships, and created a scalable model for real-world engagement, reminding audiences that Heinz is always worth the wait.