Heinz has recently announced ‘It has to be Heinz’, a new unified global creative brand strategy as it celebrates its 150 year history.
Anchored by Kraft Heinz’ largest media investment to date, the global creative platform demonstrates the unmatched love generations of people worldwide have for HEINZ – from Ketchup to Beanz and everything in-between.
The fan stories featured in the creative, such as 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.
The Kraft Heinz Company Chief Growth Officer, North American Zone, Diana Frost said, “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.”
The campaign, developed in partnership with Wieden+Kennedy, features 5 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 the masses and high impact placements through TV, online video, cinema, social and out-of-home.
‘It has to be Heinz’ will debut in the US and Canada followed by other countries in the next 6 months.