After showing that Heinz means ketchup to most of the world – back when AI commercials were new, now and wow – the brand has been showing that Heinz love is crazed, irrational and everywhere.
The newest edition of this new effort and global masterbrand platform, Irrational Love, is by Wieden + Kennedy New York, two series of true stories about Heinz-passion that are stranger than fiction – real fan (in one series) and employee testimonials (in the other) about Heinz obsession. The series leads with a montage of irrational Heinz love that includes past campaigns.
Both series are running across the US and Canada, in English and French, in video, paid social on YouTube, Instagram, TikTok, Facebook, Snapchat and search channels.
Since Heinz’ Irrational Love launched in four markets last year, 24 additional markets have been added ,or will be added by the end of this year. The platform has helped Heinz to gain a 12% global net sales increase and a 22% increase in away from home sales.
The new series of unexpected and sentimental true stories, Made With, was inspired by fans, who have joined in the irrational love fun with efforts including impersonating a Heinz Heir(ess) and hoarding HEINZ packets at school – fans who will do whatever it takes to get the ‘good’ ketchup – because “it has to be Heinz”.
Will Binder, creative director, Wieden + Kennedy New York, commented, “It started last year with Head Tomato Ketchup Master Hector Osorno; we met these great, endearing and personable people inside of HEINZ who irrationally love HEINZ Ketchup as much if not more than the legions of fans all over the world. We just knew we had to get them on film and let all of that passion authentically come through.”
Megan Lang, global head of brand communications and creativity, Heinz, stated, “HEINZ is known for being a consumer-obsessed brand and our Irrational Love creative platform celebrates just that. The new ‘Inspired By’ and ‘Made With’ creative are the latest extensions of this global platform, highlighting the irrational lengths our fans and even employees go to show their irrational love for HEINZ products, both in the way it tastes and in how it is made. Since launching Irrational Love globally last year, the brand experienced positive growth from both a business and awareness perspective, which laid the groundwork for even more impactful storytelling and fan engagement in year two and beyond.”
Credits:
Client: Heinz
Creative Agency: Wieden+Kennedy New York
Creative Directors: Christine Santora & Will Binder
Copywriter: Sean Johnson
Art Director: Lauren Acampora
Executive Producer: Craig Keppler
Producers: Ariana Ekonomou & Kiara Hidalgo
Account Directors: Brian D’entremont & Carina Polini
Account Supervisor: Miriam Charry
Account Executive: Emily Rivera
Project Manager: Danielle Hillman
Strategy Director: Angel Navedo
Strategists: James Williams, Christian Jenkins, Ni’a Landon, Alexander Nguyen, Joe Bae & Zack Plutzer
Production Company: Joint NY
Directors: Christine Santora
Executive Producer: Michelle Carman
Producer: Jihye Ku
Director of Photography: Daniele Sarti
Production Company: Tool of NA
Director: Hannah Levy
President: Dustin Callif
Managing Director: Nancy Hacohen
Executive Producer: Rob Sexton
Producer: Greg Lund
Director of Photography: Trent Opaloch
Editing: Joint NY
Executive Producer: Michelle Carman
Editor:Andrew Robertson
Producer: Daria Krizmanich
Edit Assistant: Thomas Gilson
