Kraft Heinz Appoints Wieden+Kennedy London as Creative Partner for Northern Europe

By Kyle O'Brien 

Wieden+Kennedy London has been named the new creative agency for the Kraft Heinz Company for the U.K., with some work being targeted for key international territories in northern Europe.

W+K London’s first project launched in June across the U.K. and Ireland, with an out of home and social campaign featuring true stories about the irrational love people have for Heinz Tomato Ketchup and the wonderful ways they choose to enjoy the product. The work was done as part of Heinz’s first global campaign, “It Has to be Heinz.”


Heinz asked consumers to share their weirdest and most loved food and Heinz Tomato Ketchup combinations and was flooded with responses—from Yorkshire puddings to popcorn and even bananas. Renowned food stylist Katie Giovanni and photographer Rob Billington lent their talents to the campaign.

“There are very few brands that are as iconic as Kraft Heinz, with deep meaning and connection to people globally. In the U.K. and Europe, there is enormous love for these food cupboard staples, and we are hugely excited to be working with Heinz to help build the stature of the brand even further,” said Ryan Fisher, president, Wieden+Kennedy London in a statement.

Further work from W+K London for Heinz brands including Beanz, Soups and Mayonnaise will follow.

“Kraft Heinz has been on a real transformation over the past few years and part of this has been building a culture of creativity—one that uses real-time insights to move at the speed of culture, attracting the best creative talent and agency partners around the world. We’re excited to work with W+K London and look forward to bringing even more moments of joy to consumers across the U.K. and beyond,” said Jojo de Noronha, president Northern Europe Kraft Heinz in a statement.

Kraft Heinz has been working with Wieden+Kennedy New York since 2019.