Campaign: It Has to Be Heinz
Brand: Heinz
Agency: W+K New York
Why the campaign rocks:
One of my all-time favourite ad campaigns has to be ‘It Has to Be Heinz’. It’s not just about ketchup; it is about everything that makes brand building truly powerful.
The brilliance lies in its simplicity. They didn’t try to reinvent the wheel. Instead, they leaned into what people already feel. The undeniable love for Heinz, the kind where people tuck sachets into their bags or bring their own bottle to restaurants because nothing else measures up.
It’s rare to see a campaign that gets cultural relevance, emotional storytelling and humour right in equal measure. From ketchup fraud exposés to jigsaw puzzles in Heinz red, every touchpoint was built with insight at its core. They also tapped into cultural moments, like the “ketchup + seemingly ranch” product going into production within 24 hours of going viral with Taylor Swift at the Superbowl.
As a marketer, you think, “This is what earned media should look like”. Just an honest embrace of the love people already have for the brand. That’s what makes it iconic. And a masterclass in emotional branding done right.