Heinz: Irrational love

Alexandre Nguyen

Heinz, a condiment brand, released an anthem inspired by true stories to reveal the lengths fans in the US go to for the ketchup brand.

Campaign details

Brand: Heinz Brand owner: Kraft Heinz Company Entrant company: Wieden + Kennedy, USAIdea creation: Wieden + Kennedy New York Market: United States Sector: Sauces, seasonings, condiments Media channels: Word of mouth, Influencers, KOLs, Social media, Cinema, Other & ambient media, Outdoor, Out-of-home, Packaging & design, Online display, Television & Connected TV Budget: 10 - 20 million

Executive summary

Facing decaying share, record global inflation and increased competition from private labels, Heinz was under pressure to justify its price premium. To drive value...

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