# Scary Ketchup Expiry Campaigns Heinz's ‘Expired Sauce Hunt’ Reminds Consumers to Clear the Fridge By Kanesa D | Published 2025-10-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/expired-sauce-hunt References: [heinz](https://www.heinz.com/en-CA)  Heinz is bringing a haunting twist to ketchup season with its new 'Heinzloween: RIP Expired Heinz' campaign in Thailand. The initiative urges consumers to check their kitchens and fridges for long-forgotten, [expired ketchup](https://www.trendhunter.com/trends/heinz-tradeup) stemming from the common belief that ketchup lasts forever once refrigerated. The campaign highlights that Heinz Ketchup is made from 100% real tomatoes with no preservatives, and that it needs proper storage after opening. Instead of taking a serious tone, [Heinz Thailand](https://www.trendhunter.com/trends/halloween-mayo) teamed up with Shooting Stellar to deliver this message through a fun, ghostly [Halloween theme](https://www.trendhunter.com/trends/scarily-good-monster-munch-mayo) that taps into Thai culture’s love of spooky stories. Heinz also promotes creative ways to reduce waste from expired bottles, like repurposing ketchup as fertilizer or metal polish. Image Credit: Heinz ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 93% | Activity: 84% | Freshness: 53% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Playful Expiry Awareness:** Businesses are leveraging playful and themed campaigns to raise awareness about product expiration, promoting responsible consumption behavior. - **Cultural-themed Marketing:** Brands are increasingly designing marketing campaigns that align with local cultural elements to enhance consumer engagement and brand relatability. - **Upcycled Product Innovation:** Creative reuse and upcycling of expired products into functional items are gaining traction as a way to address waste and promote sustainability. ### Who This Affects Most - **Food and Beverage:** The food industry is seeing a shift toward campaigns that emphasize expiration awareness to ensure both safety and quality of consumable products. - **Marketing and Advertising:** Advertisers are crafting culturally resonant campaigns that adopt festive themes to create memorable brand experiences and increase consumer connection. - **Sustainability and Waste Management:** The field of waste management is exploring innovative methods to repurpose expired products, aligning with growing sustainability goals and reducing environmental impact. ## Related on Trend Hunter - [Functional Sauce Brands](https://www.trendhunter.com/trends/shes-the-sauce.md) - [Boldly Flavored Condiment Sets](https://www.trendhunter.com/trends/auntie-ranas.md) - [Spooky Black Condiments](https://www.trendhunter.com/trends/mayo-halloween.md) - [Chili Crisp Ketchups](https://www.trendhunter.com/trends/chili-crisp-ketchup.md) - [Black Garlic Mayonnaise](https://www.trendhunter.com/trends/halloween-mayo.md) - [Wine-Inspired Jam Recipes](https://www.trendhunter.com/trends/jam-vino.md) - [Spiced Makeup Collaborations](https://www.trendhunter.com/trends/rare-beauty-4.md) - [Spicy Buffalo Chicken Pies](https://www.trendhunter.com/trends/pukka-and-sauce-shop.md) - [Celeb Condiment Brand Expansions](https://www.trendhunter.com/trends/glen-powells-smash-kitchen.md)