# When a Game Met a Sauce: The Hello x Tamatem "Tamatem Ketchup" Collaboration

Some of the best ideas start as jokes. This one started on April Fools' Day — and ended up on supermarket shelves across Jordan.

This is the story of how Hello, a Jordanian sauce maker, teamed up with Tamatem, the Arab world's leading mobile games publisher, to create a limited-edition "Tamatem Ketchup" — a playful collaboration between two homegrown Jordanian brands that share more than just a hometown.

## Two Jordanian success stories, one shared name

Tamatem is one of Jordan's proudest tech stories. Founded in Amman in 2013, it has grown into the leading mobile games publisher in the Arabic-speaking world, with more than 50 titles and over 150 million downloads, backed by global investors including Krafton. Its name literally means "tomato" in Arabic, its mascot is a cheerful tomato character named Tomtom, and its motto says it all: Game Global, Play Local.

Hello, meanwhile, has spent years making sauces in Jordan for Jordanian families — including, of course, a tomato ketchup. When the two names sit side by side, the connection writes itself: one Tamatem makes games, the other makes ketchup, and both are tomatoes at heart.

## The April Fools' joke that was too good to waste

On April Fools' Day, Tamatem posted an image on social media of AI-generated ketchup bottles labelled "Tamatem Ketchup," with a caption teasing "coming soon." It was a joke — a clever wink at their own tomato name.

But our social media team saw something more than a prank: a real opportunity. Why pretend to make Tamatem ketchup when two Jordanian brands could actually make it together? We commented on the post, reached out to Tamatem's team, and proposed turning the gag into a genuine collaboration.

They loved the idea. We met, and the concept came together quickly: a co-branded "Tamatem Ketchup" label on Hello ketchup bottles — a real product born from an internet joke, made by two Jordanian companies for Jordanian fans.

## The treasure hunt: find the can, win the prize

A fun product deserved a fun launch. Together we designed a treasure-hunt campaign that turned a trip to the supermarket into a game.

The rules are simple: spot a limited-edition Tamatem Ketchup bottle on the shelf, take a photo of it, and enter the draw. Winners receive bundles of Hello sauces along with exclusive gifts from Tamatem. It is a hunt that rewards sharp eyes and playful energy — exactly the spirit both brands share.

## Bringing it to life: reels, the factory, and Tomtom

To launch the collaboration, we produced a series of reels that brought the partnership to life. We filmed inside the Hello factory with Tamatem's mascot, Tomtom, and followed the playful chase into the supermarket aisles as Tomtom hunted for his very own ketchup bottle on the shelf.

The response was immediate. Fans of both brands jumped into the treasure hunt, shared their finds, and turned a simple ketchup bottle into a moment of national fun. The prize draw takes place in just a few days, and the excitement is still building.

## Why this collaboration matters

This was never only about ketchup. It was about two Jordanian brands choosing to play together, support each other, and show that local companies can create something joyful, creative and genuinely shareable. From an April Fools' joke to a real product on real shelves, the Hello x Tamatem collaboration is a reminder that the best ideas are often the ones that make people smile.