Gut New York’s first campaign for Heinz was a messy one—in a good way.
Kraft Heinz in-house agency The Kitchen also provided support for “Heinz Smiles,” consisting of three ads in which fans of Heinz Tomato Ketchup smear the product all over their faces with huge smiles to show just how much they love the taste.
Global brand platform “It Has to Be Heinz” debuted last year, with the company crediting it for global growth of more than 12%, and the campaign pays tribute by adding “It Ha-Ha-Has to Be Heinz” to the three ads.
“Heinz Smiles” is running in France, Germany, Italy, the Netherlands, Spain, and the U.K.
“’Heinz Smiles’ is all about amplifying people’s irrational love for Heinz within this moment in pop culture,” Gut New York chief creative officer Lucas Bongioanni said in a statement. “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.”
“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,” Kraft Heinz brand lead for Europe and Pacific developed markets Hannah Winterbourne added. “With this as our inspiration, we’ve hacked a cultural moment, using our distinct Heinz personality and unique sense of humor 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.”
Credits
Client: Heinz
- Vice president, growth, Europe and Pacific developed markets: Andre Fernandes
- Director, brand build and marketing excellence: Montse de Rojas
- Brand lead, Europe and Pacific developed markets: Hannah Winterbourne
- Senior brand manager, Europe and Pacific developed markets: Monika Nikolova
Agency: Gut