HEINZ announced "It Has to be HEINZ," a new global platform marking the first time in its 150-year history that the brand is unified under one creative strategy.
The campaign pays homage to the brand by celebrating people's irrational love 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 most significant media investment to date, the global creative platform demonstrates HEINZ's worldwide unmatched love generations, from Ketchup to Beanz and everything in between.
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 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, 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."
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 percent sustainable ketchup by 2025. Each step is meticulously considered to ensure 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 Cristina Kenz, Chief Growth Officer, International Zone at The Kraft HEINZ Company.
"This irrational love is also driving a larger transformation at Kraft HEINZ, where we're moving at the speed of culture to surprise and delight our consumers with insight-led innovations and authentic brand experiences."
Developed in partnership with Wieden+Kennedy, the campaign features five vignette-style spots of true and could-be-true stories, celebrating people's unmatched love 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 U.S.A, Canada, the U.K. and Germany and will roll out to additional markets over the next six months.