Heinz is getting into the Halloween spirit this year, and no doubting amping up its connection with the all-in-Halloween younger audience because of it. A series of three ghoulish portraits featuring its famous tomato ketchup, ad being spread across the world. The campaign by GUT New York continues the brand’s tribute to its fans’ irrational love for Heinz – this time with a splodge of spookiness.
Hannah Winterbourne, Heinz lead for Europe and Pacific developed markets, commented, “We know that when it comes to Heinz our fans will go all in to get the ‘best-tasting’ ketchup, even if it leaves them red faced. With this as our inspiration, we’ve hacked a cultural moment, using our distinct Heinz personality and unique sense of humour to create something simple that speaks to the great taste of Heinz, and seeks to entertain our fans along the way. We can’t wait to see how fans react and hope to bring unexpected smiles to people’s faces this Halloween.”
The ads’ copy line, It Ha-Ha-Has to be Heinz, references the brand’s global brand platform, It Has to Be Heinz, that launched a year ago.
Lucas Bongioanni, chief creative officer, GUT New York, stated, “’Heinz Smiles’ is all about amplifying people’s irrational love for Heinz within this moment in pop culture. That messy experience of having ketchup smeared across your face was the perfect way to connect with global consumers and spark conversation. We’re proud that the first work out of GUT New York elevates such an iconic brand by blending the timeless and the timely. And, we’re grateful to have brave clients who trust our team to spot these opportunities and deliver brave creativity.”
The campaign is being supported by the company’s in-house agency, The Kitchen.
Credits:
Client: Heinz
Vice President: Andre Fernandes
Marketing Director: Montse De Rojas
Brand Director: Hannah Winterbourne
Brand Manager: Monika Nikolova
Creative Agency: GUT New York
Chief Creative Officers: Lucas Bongioanni & Juan Javier Peña Plaza
Head Of Art: Rosario Muñoz Lopez
Executive Creative Director: Brynna Alyward
Creative Directors: Brian Mekjian & Ryan Mccarthy
Associate Creative Directors: Alejandra Guerrero & Meghan Smart
Art Director: Amanda-Rose Cabrera
Copywriter: Kianna Coley
Communications Director: Alie Coolidge
Managing Directors: Gus Marmarinos & Diana Hernandez
Operations: Tristan Stevens
Account Director: Carolina Foster
Head of Production: Renata Neumann
Executive Producer: Denisse Ramirez
Producer: Emma Giorelli
Project Manager: Kristy Garcia
Business Affairs Director: Marinet Quinones
Head of Content: Pedro Porto
Strategy Directors: Mati Candia, Bennett Bennett & Nayri Kodazian
Media: Carat
