South Africa, Sept. 29 -- For one big day in Johannesburg, Heinz didn't simply put its sauce on the braai. Heinz became part of the braai.

It saw 125 braais become one Heinz Keystone label, and ketchup became paint as more than 2,000 strangers became one Heritage Day celebration.

From the ground, 125 braais became 125 places for South Africans to gather, cook, eat and connect. From the sky, they formed the Heinz label, one enormous symbol of Heinz finding its place in Mzansi.

Rather than telling South Africans how to braai, Heinz, a food brand with over 150 years of heritage, brought its own taste to the table and let South Africans decide for themselves.

"Heritage Day is about honouring where we come from," says Passant El-Ghannam, C...