Heinz recently launched its first “masterbrand campaign” in a decade. The campaign is aimed at celebrating its three core product lines. These product lines are: Heinz Seriously Good Mayonnaise, Heinz Soups and Heinz Beans. The campaign aims to celebrate how its three biggest products have been ‘making food better’ for the past 150 years. The masterbrand campaign was created by creative agency BBH London.
About Heinz’s Masterbrand Campaign
The £7m Masterbrand campaign kicked off with an ad, the ad pays homage to the brand’s “lovely, creamy” mayonnaise. It is centred on cravings and the ad is very craving inducing. In the ad, we see a woman on the bus making a mundane journey back home. On the bus, the woman sees herself daydreaming about chips and mayo after she sees a fellow passenger’s French fry-esque hair. The bus bell quickly awakens her from the deep-fried fantasy. In the coming weeks, the brand plans to roll out similar spots which are also created by creative agency BBH London. The spots will be centred on the brand’s other product Heinz Beans and Heinz Soup.
The campaign is a huge campaign and will run across TV, digital, OOH, radio and social media. Other campaigns with the two other products (Baked Beanz and Soup) will go live to support the ‘Heinz Makes It Better’ message. The campaign follows a fun retrospective spot BBH made for Heinz’s 150th anniversary. That ad focused on the enduring popularity of the brand Ketchup.
The Brand Speaks on the Campaign
Olivia Hibbert, the director of branding building at Kraft spoke about the campaign. She talked about how the brand has been a staple in the lives of British consumers for generations. She expressed the brand’s pride to have such a rich history and connection to their consumers. Hibbert also talked about how exciting 2019 is for the brand, seeing as they are celebrating their 150th birthday. They are also looking to leverage their power as a food master brand more while reminding consumers how they can help to make the everyday little moments that little bit better. She explained that each of their ads is created to portray real moments and represent the breadth of their products and consumers.