- Tattoos, license plates, trips: an advertising campaign that reflects the love of Heinz.
- Wieden+Kennedy NY creates a mega campaign for the food brand.
- 60-second spot shows extreme consumer actions.
Getting a Heinz tattoo, placing the letters of the logo on the car’s license plate or trying to skip airport controls with cans of ketchup in your carry-on suitcase are some of the “demonstrations of love” for the brand that compiles the first global image campaign of its century and a half of history.
That’s right, with the slogan “It has to be Heinz” (something like “It has to be Heinz”), The Wieden+Kennedy NY agency created a mega campaign for the American company’s food products brand.
To achieve it, received the largest media budget in Heinz history. It is so big that no one dares to say how much.
The key piece of the advertising campaign is a 60-second spot in which you can see the extreme and absurd actions that some consumers have come to do because of their passion for the brand.
The advertising warns at the beginning that these are images “based on real life” and it is that, according to what the agency says, the situations recreated in the spot were discovered by investigating on Instagram, Reddit and TikTok.
In the press release that W+K delivered to the media, Jessica Gharsi, Creative Director, said that “best of all, we didn’t have to make anything up, the stories were there”.
According to the agency, the goal is “honoring the iconicity of the brand through a timeless platform that celebrates the almost irrational passion for the brand.”
Heinz’s first and most expensive global campaign
The campaign’s main video ad is complemented by five other short pieces that provide more detail on the scenes that can be seen in the 60-second piece.
The campaign has already been launched in the US, Canada, Great Britain and Germany and will soon reach new markets. It can be seen on TV and the company’s digital video channels.
“Our goal is to unify the brand on a single global platform,” said Diana Frost, CGO of The Kraft Heinz Company for the United States market.
“We delved into the world of our customers and saw that they all share this: irrational extremes to which they go for Heinz products,” he explained, adding: “We are a brand that is obsessed with its customers. We created ‘It has to be Heinz,’ as a love song to those consumers, our fans, and inspiring muses.”
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