Heinz’s World Cup Metro ad is the kind of ad people actually want to see

Today, June 11, the 2026 World Cup officially kicks off, and Heinz is already playing the game in Guangzhou Metro — with no footballers, no stadium shots, and no dramatic slow-motion trophy montage. Just fries, ketchup, and one very good idea. FIFA’s official schedule lists June 11 as the opening day of the tournament, with hosts Mexico playing South Africa in Mexico City.

For its new World Cup-themed metro ads, Heinz and creative agency Heaven & Hell turned fries into footballers’ legs and ketchup into the ball. One poster shows a clean match-winning shot. Another recreates a bicycle kick. A third turns fries and flying sauce into a sliding tackle. The Chinese copy is built around dipping puns, landing on the slogan “想赢的薯条蘸亨氏,” meaning “Fries that want to win dip Heinz.”

The campaign feels especially fresh because Heinz already went viral in China last year during the National Games, when it turned tomato stems into athletes across 34 sports. That earlier campaign was also created with Heaven&Hell and praised for using simple visual creativity instead of celebrity overload.

Now, as the World Cup begins today, Heinz has moved the same “food becomes athlete” idea from tomatoes to fries. Chinese netizens are loving it, calling it the kind of ad people actually want to look at. Honestly, fair. This is how you make ketchup feel match-ready. 🍟⚽