HEINZ® Unveils First Global Creative Brand Platform in Over 150 Years
New positioning celebrates and showcases real fans’ irrational love for the brand
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20230601005186/en/
HEINZ announces its first new global platform in its 150-year history “It Has to be HEINZ,” inspired by real-life stories of fans’ undeniable love of HEINZ (Graphic: Business Wire)
Anchored by Kraft HEINZ’s largest media investment to date, the global creative platform demonstrates the unmatched love generations of people all over the world have for HEINZ – from Ketchup to Beanz and everything in-between(z). 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.
“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
For over 150 years, HEINZ has been on a quest to do the common thing uncommonly well. Today, unparalleled quality remains at the core of the brand’s beliefs and practices, from the careful selection of only the highest quality ingredients by its seven “Tomato Masters”, to its goal of sourcing 100% sustainable ketchup by 2025. Each step is meticulously considered to make sure the unmistakable taste of HEINZ is delivered every time.
“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
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
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