KUALA LUMPUR, June 6 — Heinz announced “It Has to be Heinz”, a new global platform marking the first time in its 150-year history where the brand is unified under one creative strategy.
According to a statement, the campaign pays homage to the brand by celebrating the irrational love people have for Heinz — from real fans’ personal love affairs with the brand, to the love and care its products are made with.
Anchored by Kraft Heinz’s 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.
“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.
“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,” said The Kraft Heinz Company Chief Growth Officer, North American Zone, Diana Frost.
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 United States, Canada, the United Kingdom and Germany, and will roll out to additional markets over the next six months. — Bernama
