Heinz hasn’t launched a masterbrand campaign for a decade until this one. BBH London has collected three of the UK’s favourite Heinz brands – Heinz Soup, Heinz Beanz and Heinz Seriously Good Mayonnaise – in a campaign that reinforces the heritage and familiarity of Heinz to shoppers nationwide, reminding people why it has to be Heinz. Heinz is bought by 88% of UK households and has been a household staple since 1869.

The new campaign is a series of small everyday moments of positivity that Heinz made better, underlining the nation’s love for Heinz by making it star in everyday daydreams.

Nick Kidney and Kevin Stark, creative directors at BBH London, stated, “Who doesn’t love Heinz products? And who doesn’t love the very thought of them when they’re hungry? This campaign aims to remind people of the truth of that in a witty and charming way.”

https://youtu.be/Y69ixC9pUp0

The campaign, with its Heinz Makes It Better tagline, kicked off with a TVC for Heinz Seriously Good Mayonnaise. Further executions will launch over August and September for Heinz Baked Beanz and Heinz Cream of Tomato Soup. The three TVCs are supported by a £7m (AU$12.4m) investment until December across TV, digital and out of home advertising, radio and social media activity.

The new campaign follows BBH’s April campaign for Heinz’ 150th anniversary, which featured Heinz Tomato Ketchup.

UPDATE: BBH London & photographer, Gareth Morgans: Heinz presents happiness in a bottle

Olivia Hibbert, director of brand building at Kraft Heinz, commented, “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. 2019 is an exciting moment; as we celebrate our 150^th 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.”

Nick Kidney and Kevin Stark, creative directors at BBH London, stated, “Who doesn’t love Heinz products? And who doesn’t love the very thought of them when they’re hungry? This campaign aims to remind people of the truth of that in a witty and charming way.”

Credits:

Agency: BBH London
Creative Directors: Nick Kidney & Kevin Stark

Production Company: Outsider
Director: Scott Lyon
Producer: Zeno Campbell-Salmon
DOP: Will Bex
Editor: Art Jones
Post Production: Gramercy Park Studios
Editing: Work
Sound Design: Toby Griffin
Colourist: Luke Morrison @ Electric Theatre Collective