Heinz’s First Global Campaign in 150 Years Tells True Stories of Obsessed Fans

From tales of smuggled beans to ketchup tattoos, ads by Wieden+Kennedy are Kraft Heinz’s largest media investment

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Heinz turned to Reddit, TikTok and Instagram to find stories about the irrational devotion that consumers have for its products. The results inspired the 150-year-old brand’s first global campaign, “It has to be Heinz,” which is Kraft-Heinz’s largest media investment to date.

Created by agency Wieden+Kennedy New York, the platform launches June 1 with a minute-long spot running across TV and online video. Set to Chris Knox’s “It’s Love,” the film shares stories based on true events of people demonstrating their passion for the brand.



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