“It Has to be HEINZ” is a new global platform marking the first time in its 150-year history where the brand is unified under one creative strategy. The campaign pays homage to the brand by celebrating the irrational love people have for the brand — from real fans’ personal love affairs with its products. The campaign, developed in partnership with Wieden+ Kennedy, features five vignette-style spots of true and could-be-true stories, celebrating the unmatched love people have for HEINZ Ketchup and Beanz.
The fan stories featured in the creative — such as HEINZ tattoos, carrying condiment packets in purses, and smuggling tins of Beanz through airport security — are sourced from social media, news articles, and through word of mouth. The new platform will be featured across channels, targeting mass reach and high impact placements through TV, online video, cinema, social, and out-of-home.
Our fans may go to irrational lengths for HEINZ products, but the feeling is mutual – we’re just as obsessed with our products as they are and can’t wait to share it with the world,” said Cristina Kenz, Chief Growth Officer, International Zone at The Kraft HEINZ Company. “This irrational love is also driving a larger transformation at Kraft HEINZ, where we’re moving at the speed of culture to surprise and delight our consumers with insight-led innovations and authentic brand experiences.”