Heinz has been making tasty sauces for over 150 years, from Truffle Mayo and Burger Sauce to Pickle Ketchup and every sauce in between. Their irrational love for sauces has turned into a full-blown obsession, some might say they’re ‘obsauced’.

Instead of just telling people about Heinz’s sauce obsession, W+K and Heinz decided to show them a bold and surprisingly tasty combination of not one, not two, but fourteen sauces. Introducing "Every Sauce" – a limited edition Heinz sauce created to promote their entire Flavours range.

It’s the perfect mix of every sauce (get it?) in Heinz’s Flavours range. Complete with a gold scratch label to reveal the (surprisingly) delicious combination. Individually they taste amazing, so they thought why not create the holy grail of sauces and combine them all!

To make sure only the truly ‘obsauced’ get their hands on a bottle, Heinz asked fans to take a quiz to be in with the chance to win this game-changing condiment creation. Only 100 bottles were given away at random to those verified as ‘obsauced’ and once they were gone, they were gone. 

"Every Sauce" ties into Heinz's larger global brand platform, “It Has To Be HEINZ," which pays homage to the brand by celebrating the irrational love people have for HEINZ – from real fans’ personal love affairs with the brand to the care and passion that go into making its products. "Every Sauce" highlights the company's obsession with innovating its products, especially its sauces. Heinz's obsession began with the creation of Ketchup in 1876, and since then, the company has continuously developed a wide variety of sauces for consumers.

Thiago Rapp, Director of Taste Elevation at Heinz said,

“Over the years, we’ve been constantly innovating to meet culinary tastes and trends, and when it comes to sauces at Heinz we can’t deny we’re sauce obsessed. It only felt right to find those out there who are just as obsauced as we are and give them the ultimate sauce to rule them all. If you don’t manage to get your hands on a limited-edition bottle, don’t worry you can experiment with your own version at home using your favourites from the Heinz Flavours range!”

“It's no secret that people go to irrational lengths for Heinz. So, our creative team came up with a mad idea: what if we create a sauce made up of all Heinz Sauces? Innovation is at the core of what Heinz does, and 'Every Sauce' is a perfect example of how Heinz uses creativity with consumers' love for its products in mind,” said Juan Sevilla and Joe De Souza, Creative Directors, Wieden+Kennedy London.

“Showcasing Heinz's extensive range of sauces and giving them the spotlight was a delicious challenge. It's not every day you get to create a new sauce for Heinz, especially one that combines all fourteen of their flavours into one. Even crazier? It's actually really tasty—Liam's already on his fourth bottle,” added Charlie Hood and Liam Abraham, Creatives, Wieden+Kennedy London.

For those who think they’ve gone too far with their sauce obsession, fear not as sauce fans can purchase the 14 individual sauces to discover their favourites to pair perfectly with their meals of choice. 

The internet went crazy and opinions were divided. The media couldn't get enough, with culture outlets like Hypebeast and Reddit talking about it. Even Stephen Colbert had something to say about Every Sauce on his show.

With only 100 bottles released and over 70,000 people applying for a bottle, some turned to eBay, while others gave up and made their own Every Sauce at home.

With or without a bottle, people got to know about Every Sauce, and more importantly, every sauce in the Heinz sauce range.