Press release
HEINZ® Unveils First Global Creative Brand Platform in Over 150 Years
New positioning celebrates and showcases real fans’ irrational love for the brand CHICAGO, PITTSBURGH & LONDON--(BUSINESS WIRE)-- Today, HEINZ announces “It
About this update from The Kraft Heinz Company
[{"type":"text","content":"\nNew positioning celebrates and showcases real fans’ irrational love for the brand\n\n\n CHICAGO, PITTSBURGH & LONDON--(BUSINESS WIRE)--\nToday, HEINZ announces “It Has to be HEINZ,” a new global platform marking the first time in its 150-year history where the brand is unified under one creative strategy. The campaign pays homage to the brand by celebrating the irrational love people have for HEINZ – from real fans’ personal love affairs with the brand, to the love and care its products are made with.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20230601005186/en/HEINZ announces its first new global platform in its 150-year history “It Has to be HEINZ,” inspired by real-life stories of fans’ undeniable love of HEINZ (Graphic: Business Wire)\nAnchored by Kraft HEINZ’s largest media investment to date, the global creative platform demonstrates the unmatched love generations of people all over the world have for HEINZ – from Ketchup to Beanz and everything in-between(z). The fan stories featured in the creative – such as HEINZ tattoos, carrying condiment packets in purses, and smuggling tins of Beanz through airport security – are sourced from social media, news articles, and through word of mouth.\n\n\n“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,” said Diana Frost, Chief Growth Officer, North American Zone at The Kraft HEINZ Company. “As a brand obsessed with our consumers, we created ‘It Has to be HEINZ’ as our love song back to them, our fans are our muses.”\n\n\nFor over 150 years, HEINZ has been on a quest to do the common thing uncommonly well. Today, unparalleled quality remains at the core of the brand’s beliefs and practices, from the careful selection of only the highest quality ingredients by its seven “Tomato Masters”, to its goal of sourcing 100% sustainable ketchup by 2025. Each step is meticulously considered to make sure the unmistakable taste of HEINZ is delivered every time.\n\n\n“Our fans may go to irrational lengths for HEINZ products, but the feeling is mutual – we’re just as obsessed with our products as they are and can’t wait to share it with the world,” said Cristina Kenz, Chief Growth O...