Heinz turned to Reddit, TikTok and Instagram to search out tales in regards to the irrational devotion that customers have for its merchandise. The outcomes impressed the 150-year-old model’s first world marketing campaign, “It must be Heinz,” which is Kraft-Heinz’s largest media funding so far.
Created by company Wieden+Kennedy New York, the platform launches June 1 with a minute-long spot operating throughout TV and on-line video. Set to Chris Knox’s “It’s Love,” the movie shares tales primarily based on true occasions of individuals demonstrating their ardour for the model.
These embody getting Heinz-themed tattoos or license plates, touring with a suitcase crammed with Heinz Beanz, and sneaking a packet of ketchup into a elaborate steak restaurant.
“The perfect half about all of it is that we don’t should make something up,” Wieden+Kennedy affiliate artistic director Jessica Ghersi mentioned in a press release. “The tales are already on the market.”
The marketing campaign additionally options 5 vignette-style spots set to the identical tune that construct on moments from the principle movie, akin to a person exhibiting off his assortment of Heinz memorabilia and a lady swiping a mini-bottle from a room service tray in a lodge hallway.
“Tomato Grasp” depicts one of many males with that precise title on the firm checking the colour of all of the tomatoes that shall be used to make the ketchup, noting: “You suppose it’s loopy we obsess over the colour of our tomatoes? You’re the one who walks round with Heinz in your purse.”
“As we seemed to unify the model underneath one world model platform, we dove into the world of our customers and located that all of them shared one factor: the irrational lengths they go to for Heinz merchandise,” Kraft Heinz’s chief development officer of the North American zone, Diane Frost, mentioned in a press release. “As a model obsessive about our customers, we created ‘It must be Heinz’ as our love tune again to them. Our followers are our muses.”