For the first time in its 150-year history, HEINZ is unified under one creative strategy “It Has To Be Heinz”. The campaign celebrates the irrational love people have for the brand.
Diana Frost, Chief Growth Officer, North American Zone at The Kraft HEINZ Company, says to unify the brand under one global brand platform, they dove into the world of consumers and found that they all shared one thing – the irrational lengths they go to for HEINZ products. As such, the company created “It Has to Be Heinz”.
Cristina Kenz, Chief Growth Officer, International Zone at The Kraft HEINZ Company, pointed out that their fans may go to irrational lengths for HEINZ products and 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. 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.”
The Kraft Heinz Company developed the campaign with Wieden + Kennedy. It features five vignette-style spots of true and could-be-true stories. There’s a pedestrian keeping Heinz condiment packets in purses or sock linings, to more daring, like smuggling tins of Heinz Beanz through airport security, or swiping some ketchup bottles from a hotel serving tray!
The campaign celebrates the unmatched love people have for HEINZ Ketchup and Beanz. The brand, for over 150 years, has been on a quest to do the common thing uncommonly well.
Also Read: Heinz Addresses ‘Ketchup Fraud’ In A Fun Campaign With ‘It Has To Be Heinz’ Slogan
