Conventional French fry holders are typically trapezoidal in shape. This shape is easy to hold in a hand, allows for venting—which prevents French fries from getting soggy—and can be shipped and stored flat.

Coincidentally, the trapezoid-shaped fry holders bear a striking resemblance to Heinz’s signature keystone, something the ketchup and condiment brand recently noticed. As part of the brand’s latest global campaign, “Looks Familiar,” created with agency Rethink, highlights the similarities between the ubiquitous French fry holder and Heinz’s keystone logo shape.