When you’re searching for Irrational Love for Heinz, there is no better place than Australia. Australia puts tomato ketchup on just about everything.
TBWA\Sydney’s extension to It has to be Heinz illustrates that irrational love in very Aussie moments where resisting the last drops of Heinz is impossible – no matter where they land.
Michael Magee, CMO at Kraft Heinz ANZ, commented, “We are incredibly excited to bring a truly Aussie insight to the “It has to be Heinz” platform by showing the role and driving consideration for Heinz Ketchup during uniquely Aussie consumption occasions like having a pie at the footy. This allows us to emotionally and culturally connect the audience with the brand, while bringing an authentically Aussie feel to it.”
“Because Ketchup is so delicious, it’s only natural to find yourself licking that last drop of Ketchup oA something it wasn’t originally meant for. The only question is: how far is too far? A special thank you to Simon Harsent at The Pool Collective who has beautifully captured these real, human and relatable moments,” added Kat Alvarez-Jarratt ECD, TBWA\Sydney.
The campaign is running nationally across large format OOH in high impact placements, and creative contextualised to where consumers are in that moment, including transit in metro areas and social executions across Meta and Tiktok to capture attention.
Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz, commented, “At Heinz, we are consumer-obsessed and leaning into consumer insight and behaviours allows us to connect with our fans in a way that really resonates. This ad is dedicated to the sauce superfans willing to do whatever it takes for the last drop of Heinz Tomato Ketchup. We wanted to create something that speaks to our fans, and if any one of them looks at the ad and says, ‘That’s me!’ then we’ll have done what we set out to achieve. It’s also testament to our teams’ ability and willingness to move at speed to capture a moment in time, whether that’s a culturally defining moment or something that simply puts a smile on people’s face.”
Credits:
Client: Kraft Heinz ANZ
Chief Marketing Officer, Asia Pacific Developed Markets: Michael Magee
Head of Marketing, Taste Elevation: Andrea Payne
Senior Brand Manager, Taste Elevation: Nicola Curran
Agency: TBWA\Sydney
CCO: Evan Roberts
ECD: Katrina Alvarez-Jarratt
Chief Growth Officer: Nitsa Lotus
Creative Director: Stuart Tobin
Senior Copywriter: Angus Loxton
Head of Business Management: Camilla Stapley
Business Director: Hannah Ketley
Group Strategy Director: Anna Thairs
Senior Producer: Tayla Marlow
Photographer & Director: Simon Harsent
Production: The Pool Collective
Food Stylist: Jerrie Joy
Editor: Bolt Sound: Bolt
Colourist: Elvis Colour
Online: White Chocolate
Retouching: Cream Studios
Media: Carat Agency
Agency: Le Pub Brasil
Global CEO: Bruno Bertelli
Global CCO: Cristiana Boccassini
CCO & Partner: Felipe Cury
CSO & Partner: Aldo Pini
Executive Creative Directors: Greg Kickow & Alex Adati
Copywriter: Victor Sotero
Art Director: Leandro Valente
Creative Production Manager: Bruna Marchi
Creative Producer Senior: Beatriz Taka
Agency: Publicis Benelux
Global CCO: Bruno Bertelli
CCO: Eduardo Marques
Copywriters: Maarten de Maayer, Esther Van Vliet
Art Directors: Jonas Marysse, Vanden-Broucke, Steffi Boom
