In celebration of the iconic Heinz brand, Kraft Heinz is set to launch it’s first above the line masterbrand campaign for 10 years, created by BBH London. Three of the most loved products in UK households, Heinz Soup, Heinz Beanz and Heinz Seriously Good Mayonnaise, will reinforce the heritage and familiarity of Heinz to shoppers nationwide, reminding people why each time it has to be Heinz.
Heinz is bought by 88% of UK households and since 1869 has been providing everyday products ranging from baby food, to ketchup, soup and beanz, helping cooks in and out of the home find small ways to make life that little bit better. By celebrating small everyday moments of positivity, the new campaign emphasises how Heinz can make everyday life better by focusing on people going about a range of daily tasks – all whilst daydreaming about Heinz.
By harnessing the power of the Heinz brand for every consumer, the campaign signs off by telling us that ‘Heinz Makes It Better’ and is supported by a £7m investment across the three products until December across multimedia, cross-channel activation including digital and out of home advertising, as well as radio and social media activity. The campaign has seen Heinz launch a new TV execution for Heinz Seriously Good Mayonnaise, with further TV executions set to go live over August and September for Heinz Baked Beanz and Heinz Cream of Tomato Soup supporting the 'Heinz Makes It Better' proposition.
To mark its 150th anniversary in 2019, Heinz launched a campaign in April to celebrate the brand’s strength of heritage and the enduring legacy of its founder Henry J Heinz, through spotlighting one of its most famous products - Heinz Tomato Ketchup.
Olivia Hibbert, director of brand building at Kraft Heinz comments: “Heinz has been a staple in the lives of British consumers for generations and we are immensely proud to have such a rich history and connection to our consumers. 2019 is an exciting moment; as we celebrate our 150th birthday and look to leverage our power as a food Masterbrand more; reminding consumers how Heinz can help to make the everyday little moments that little bit better. Each of our ads is designed to portray real moments and represent the breadth of our products and consumers.”
Nick Kidney and Kevin Stark, creative directors at BBH London, said: “Who doesn’t love Heinz products? And who doesn’t love the very thought of them when they’re hungry? This campaign aims to remind people of the truth of that in a witty and charming way.”
Creatives: Alex Sattlecker & Linda Weitgasser
Creative Director: Nick Kidney & Kevin Stark
Strategist: Melanie Eckersley
Strategy Director: Lucian Trestler
Account Manager: Jonathan McManus
Account Director: Piers Raffo & Lucy Porter