Heinz debuts insurance coverage for ketchup-related perils
The ‘policy’ covers 57 ketchup-related perils, which nearly half of consumers report facing.
With the goal of making policyholders whole after they experience damages to clothing, pets, furniture and other property from ketchup splatters and splotches, Heinz Arabia is introducing what it claims is the world’s first “ketchup insurance policy.”
The offer of coverage is part of campaign for the United Arab Emirates market that the condiment supplier launched with MyBenefits, an employee benefits app.
According to Heinzketchupinsurance.com, the policies cover 57 types of ketchup-related mishaps. In regards to events that claims will be paid against, covered events include (but are not limited to):
(A) If the claimant unwittingly sits on a sachet of ketchup, causing it to explode beneath them;
(B) The claimant uses the ketchup spill as a means to leave an undesirable meal setting;
(C) The claimant finds dried, crusty remains of ketchup on their clothes hours after an unfortunate squeeze.
As with any properly structured risk management document, exclusions do apply. For example, only damages caused by Heinz Ketchup will be covered. “Other condiments, are simply not our jam,” policy documents state.
Further, intentional acts will not be covered, and “claims must be submitted within 57 hours of the incident — just because,” according to the company.
Although the coverage is part of a tongue-in-cheek marketing campaign, consumers who file “claims” will have the chance to receive real-life “settlements,” including spa treatments, home cleanings, laundry assistance and handyman services. Claimants will be able to access their rewards, or “settlements,” through the MyBenefits app.
“Our research tells us that 48% of them have ketchup accidents all the time, but 91% swear their love for Heinz makes it totally worth it,” Passant El Ghannam, head of marketing at Kraft Heinz MEA, said in a release.
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