HEINZ has unveiled ‘It Has to be HEINZ’, 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 HEINZ – from real fans’ personal love affairs with the brand, to the love and care its products are made with.”
Anchored by Kraft HEINZ’s largest media investment to date, the creative features fan stories such as HEINZ tattoos, carrying condiment packets in purses, and smuggling tins of Beanz through airport security. They have been sourced from social media, news articles, and word of mouth.
“As we looked to unify the brand under one global brand platform, we dove into the world of our consumers and found that they all shared one thing: the irrational lengths they go to for HEINZ products,” said Diana Frost, Chief Growth Officer, North American Zone at The Kraft HEINZ Company.
“As a brand obsessed with our consumers, we created ‘It Has to be HEINZ’ as our love song back to them, our fans are our muses.”
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 new platform will be featured across channels, targeting mass reach and high-impact placements through TV, online video, cinema, social, and out-of-home. ‘It Has to be HEINZ’ will debut in the US, Canada, the U.K. and Germany, and will roll out to additional markets over the next six months.
“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.”
