Heinz First-Ever Global Campaign Is a Love Letter to Its Fans

Heinz takes inspiration from supposed true events in its first-ever unified global creative campaign since the launch of the food company 150 years ago. 

The campaign titled “It has to be Heinz” is an ode to Heinz fans everywhere. Consisting of a series of short films, each spot showcases the love and commitment that Heinz consumers have for the brand.  

A sharply dressed businessman secretly pulls out a small bag of Heinz ketchup to add to his perfectly served steak at an elegant restaurant, while in another spot, a Heinz obsessive showcases a room full of brand memorabilia and even a tattoo of a Heinz ketchup bottle on his ankle. 

Each spot is supposedly “based on true events” and is a testament to the importance of branding, as well as the brand legacy Heinz has managed to create since its inception. 

“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, the chief growth officer of the North American zone at the Heinz Craft 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. 

Created by Wieden+Kennedy New York, the humorous campaign caters to a global audience with its commercial video production style and simple storytelling.