For the first time in its rich 150-year history, Heinz is breaking new ground by launching a unified global creative platform. The initiative, dubbed “It Has To Be Heinz”, seeks to encapsulate the unrivalled adoration fans have demonstrated for Heinz Ketchup and Beanz through an engaging series of vignettes.
Created in conjunction with renowned advertising agency, Wieden+Kennedy, the campaign showcases a diverse array of real and near-real stories. From fans sporting Heinz tattoos to loyal customers smuggling tins of Heinz Beanz through airport security, the love for Heinz products is undeniable.
This revolutionary platform will first grace the U.S., Canada, U.K., and Germany, with an ambitious plan to extend its reach to more markets within the next six months. The campaign will receive broad exposure through television, online video, cinema, social media, and out-of-home advertisements.
The stories woven into the campaign — tales of people carrying condiment packets in their handbags, the lengths they’ll go for Heinz, and more — were collected from social media posts, news articles, and good old word-of-mouth.
Reflecting on this unique endeavor, Diana Frost, chief growth officer of the North American Zone at The Kraft Heinz Company, said that the initiative was driven by the extraordinary lengths consumers go for Heinz products. The campaign, as per Frost, is a love song to their dedicated fans.
Echoing Frost’s sentiments, Christina Kenz, the chief growth officer of the International Zone at The Kraft Heinz Company, commented on the transformative power of fan love. She revealed that their passion is sparking a broader transformation within the company, driving them to continue creating insight-led innovations and authentic brand experiences.
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As part of their continued commitment to quality, Heinz has set an ambitious goal: to source 100% sustainable ketchup by 2025. This goes hand-in-hand with the brand’s steadfast belief in using only the highest quality, sustainably sourced ingredients in all its products.
Earlier this year, Heinz expanded its portfolio with a new pasta sauce range. The company boldly apologized for taking 150 years to introduce the sauce, going as far as taking out a full-page ad in The Guardian to express its apology to the British public and the founder, Henry Heinz.
With a promise of delivering “probably the best pasta sauce you’ve ever tasted”, Heinz assures its customers that this late entrant into the sauce market was worth the wait. After all, as they say, “nothing so ridiculously good, has come so ridiculously late”.
This news is based on marketing interactive.
