Heinz has on Thursday announced a new global platform, ‘It Has to be Heinz’, marking the first time in its 150-year history where the brand is unified under one creative strategy.
Anchored by Kraft Heinz’s largest media investment to date, the campaign is inspired by real-life stories of fans’ love of Heinz.
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.
“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.”
The campaign 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 UK and Germany, and will roll out to additional markets over the next six months.
