Heinz Goes Glocal

Heinz is launching its first-ever global brand platform in its 150-year history, backed by parent
company Kraft Heinz’s biggest media investment to date.

‘It has to be Heinz’ sees the brand unify under one global strategy for the first time, and celebrates the
love consumers have for Heinz products, ranging from its beans to ketchup.

The platform, developed in partnership with Wieden+Kennedy, showcases the sometimes irrational
love people have for the brand. It spotlights stories of people going above and beyond for their love of
the brand, from getting Heinz tattoos, to smuggling tins of beans through airport security – stories,
which have been sourced from social media, news articles and through word of mouth.

Kraft Heinz chief growth officer for the North American zone, Diana Frost, says the platform is
Heinz’s “love song” to its fans.

“As we looked to unify the brand under one global brand platform, we dove into the world of our
consumers and found that they all shared one thing: the irrational lengths they go to for Heinz
products,” she says.

There are five ads in total, all spotlighting these stories. The platform, backed by Kraft Heinz’s biggest-
ever media spend, will go out across TV, online video, cinema, social, and out-of-home.

It is being debuted in the US, UK and Canada, with the brand planning to roll it out across additional
markets in the next six months.

1. Who is Dianna Frost?

2. How many years has Heinz been in business?
3. How many adverts in total will there be?
4. Which 3 countries will the brand roll out in?
5. What do the brand lovers do to show support of the Heinz brand?
6. Tor F Heinz plans to include additional markets in the next 6 months
7. What is the new slogan for Heinz campaign