With an impressive household penetration of 88% in the U.K., Heinz still isn’t coasting on its brand recognition in a country where it’s known as much for soup and “beanz” as for ketchup.
Heinz today launched its first “masterbrand campaign” in a decade, created by agency BBH London. The campaign will be anchored by ads celebrating three core product lines: Heinz Seriously Good Mayonnaise, Heinz Soups and Heinz Beans.
“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,” says Olivia Hibbert, director of brand building at Kraft Heinz. “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.”
The campaign kicks off with a spot about a woman getting distracted on her commute home when a young man’s hair suddenly leaves her, uh, fantasizing about mayo:
In the coming weeks, the brand will roll out similar spots from BBH about Heinz Beanz and Heinz Soup.
“Who doesn’t love Heinz products? And who doesn’t love the very thought of them when they’re hungry?” says Nick Kidney, creative director at BBH London. “This campaign aims to remind people of the truth of that in a witty and charming way.”
The campaign follows a fun retrospective spot BBH made for Heinz’s 150th anniversary, with that ad focused on the enduring popularity of Heinz Ketchup:
Fun fact: While that ad implies that 150 years of Heinz means 150 years of Heinz Ketchup, the reality is that the brand’s ketchup has only been available in Britain for about 133 years. The first Heinz product, launched in America under the name Heinz & Noble in 1869, was Henry J. Heinz’s “‘pure and superior’ grated horseradish.”
BBH Creative Team: Alex Sattlecker & Linda Weitgasser
BBH Creative Director: Nick Kidney & Kevin Stark
BBH Strategist: Melanie Eckersley
BBH Strategy Director: Lucian Trestler
BBH Account Manager: Jonathan McManus
BBH Account Director: Piers Raffo & Lucy Porter
Hogarth Producer: Manuela Franzini
Production Company: Outsider
Director: Scott Lyon
Producer: Zeno Campbell-Salmon
Cinematographer: Will Bex
Editor: Art Jones
Post Production: Gramercy Park Studios
Editor/Editing House: Work
Sound Designer: Toby Griffin
Colourist: Luke Morrison @ Electric Theatre Collective