HEINZ has launched a new global platform, marking the first time in its 150-year history where the brand will be unified under one creative strategy.
The campaign, titled ‘It Has To Be HEINZ’, was developed in partnership with Wieden+Kennedy. It features five vignette-style spots of true and could-be-true stories, celebrating the unmatched love fans have for HEINZ Ketchup and Beanz.
Seeking to pay homage to the brand by celebrating the love that the brand has garnered over the years, the campaign will debut in the U.S., Canada, the U.K. and Germany, with plans to have it rolled out to additional markets over the next six months.
The new platform will be featured across channels, targeting mass reach and high impact placements through TV, online video, cinema, social, as well as out-of-home executions.
In a statement by the brand, it noted that fan stories featured in the creative – such as HEINZ tattoos, carrying condiment packets in purses, and smuggling tins of Beanz through airport security – were sourced from social media, news articles, and through 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 of the 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," she added.
Christina Kenz, the chief growth officer of the International Zone at The Kraft HEINZ Company said that the love from fans is driving a larger transformation at Kraft HEINZ. "We're moving at the speed of culture to surprise and delight our consumers with insight-led innovations and authentic brand experiences," she explained.
Quality, according to HEINZ, remains the core of its beliefs and practices, which is why the brand is adamant on the ingredients used in its products to be of the highest quality while being sustainably sourced. With that, HEINZ aims to reach its goal of sourcing 100% sustainable ketchup by 2025, as stated in a release to the press.
MARKETING-INTERACTIVE has reached out to HEINZ for more information on its new global platform.
Earlier this year, HEINZ launched a new range of pasta sauces, while going all out with an apology for taking 150 years to do so. The campaign saw a full-page ad taken out in The Guardian, apologising to the British public and HEINZ’ founder, Henry Heinz, for not creating the pasta sauce they deserve.
In the long-form copy, the brand explained how it created “probably the best pasta sauce you’ve ever tasted”, promising consumers that it was worth the wait, “because nothing so ridiculously good, has come so ridiculously late”.
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