Heinz has many names in Thailand – Hai, Henz, He-in, Hei, Hye, Hi, Hern… Agency, Shooting Star, realised that these mispronunciations were an opportunity – not to correct Heinz fans, but to underline the message, It Has to be Heinz. No matter how you say it, Heinz is always the sauce on the table.

The campaign transforms unique pronunciations of the Heinz brand into 57 one-of-a-kind bottles, replacing the Heinz wordmark with real Thai pronunciations, and proving brand love comes in many accents. For the first time in its history, the legendary label wasn’t designed by marketers but by everyday Thais.

The campaign began by asking locals to pronounce the brand name. Thousands replied with their own versions. Heinz embraced every pronunciation and accent as a powerful sign of love, turning mispronunciations into official, collectible symbols of inclusivity and connection. Fans can now enter to win the Say Heinz Thailand Limited Collection from September 12 to 20.

Credits
Client: Heinz Thailand
Agency: Shooting Stellar
Creative Director: Padcha Tanviruch
Art Director: Chanikan Ngearndee
Copywriter: Lacksanapatr Sirichaijumnong
Content Creator: Nonthaphat Phattanasetsakul
Managing Director: Pemika Thiravanitkul
Account Team: Nattapong Kaewsangunsak, Thanahndha Khetkoodisichath, Rada Aswadetmathakul
Head of Media: Pemika Thiravanitkul
Media Planner: Patcharawan Phunyaphiwat
Media Buyer Manager: Sumetad Dulyachinda
Media Buyer & Influencer Coordinators: Sasima Kallapapong, Riddech Sriteantong
Public Relations: Jarunan Pimsanoh
Producer: Tonnam Kamonpet

Photographer: Wiyada phankrut
Production House: Filygrace House