Concept | Art direction | Set design | Photography
Condiments are never the star of the show: they’re what goes on the
side. To continue as the most chosen brand, Heinz needs to establish
itself as the main event. How can Heinz convince people that their
favourite foods can only be enjoyed with their favourite ketchup?
Celebrate the 150th anniversary of Heinz, and spark the next 150 years
of brand love.
The design and solution had to:
• use the brand tagline ‘It has to be Heinz’
• facilitate a conversation between the past and the future
How could a new audience be introduced to Heinz – and at the same time make existing brand lovers feel confirmed in their behaviors because they’re seeing things they already know but in a new light? How does Heinz ketchup remain the chosen one?
Heinz has been in the game for 150 years and still going strong. To be
humble, they are doing quite okay as the global leader in the ketchup
industry. But to maintain their top-of-mind position and to introduce
Heinz to the younger audience we thought Heinz could shine light on
their biggest fans. We call them Heinzers. We have found that ketchup is
a highly engaging product. And for the Heinzers, it is more than obvious
that Heinz is the one and only choice. Our research shows that the
Heinzers are severely puzzled when trying to grasp why anyone would
choose any other brand but Heinz. It has to be Heinz! In extreme cases
this can cause situations of outrage. We wanted to embrace the Heinzers
and their high engagement in order to encourage a conversation between
the Heinzers and the new audience. With a global marketing campaign, we
portray scenarios where Heinzers are losing it when facing the absence
of Heinz ketchup. As Heinz and their fans have been telling you for 150
years; there’s nothing like the original. It has to be Heinz.
We wanted to catch the attention of the audience with a visual
expression that portrayed ketchup in a festive manner, since they
celebrated 150 years, but with a twist, with sexy but baroque art
direction and set design. Through a strong flash, a lot of details like
jewelry and luxurious materials we wanted to create a tension and
contrast between the fancy vibe and the raw and slightly bizarre framing
of the reactions from Heinzers that lose it. As our main aim with this
campaign was to appeal to the younger audience a certain amount of
humoristic shock value was incorporated into the visual expression, to
catch the attention of an often sensory overloaded target group.