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Creative Works Ads We Like Heinz

Ads We Like: Heinz debuts £7m masterbrand push with dreamy mayonnaise spot


By Rebecca Stewart, Trends Editor

July 18, 2019 | 3 min read

Heinz has launched its first big UK masterbrand campaign in over a decade, celebrating how three of its biggest products have been 'making food better' for the past 150 years.

Ads We Like: Heinz launches £7m masterbrand campaign with dreamy mayonnaise spot

The £7m push kicks off with a spot paying homage Heinz's "lovely, creamy" mayonnaise / Heinz

The £7m push kicks off with a spot paying homage Heinz's "lovely, creamy" mayonnaise.

It features a woman on a dreary bus journey home who finds herself daydreaming about chips and mayo after clapping eyes on the peroxide French fry-esque hair of the man sat in front of her. The bus bell quickly awakens her from the deep-fried fantasy.

The creative, devised by BBH London, is part of a wider campaign that will run across TV, digital, OOH, radio and social media. Further iterations championing Heinz Baked Beanz and Heinz Cream of Tomato Soup will go live to support the 'Heinz Makes It Better' message.

"Heinz has been a staple in the lives of British consumers for generations and we are immensely proud to have such a rich history and connection to our consumers," said Olivia Hibbert, director of brand building at Kraft Heinz.

"2019 is an exciting moment; as we celebrate our 150th birthday and look to leverage our power as a food masterbrand more; reminding consumers how Heinz can help to make the everyday little moments that little bit better. Each of our ads is designed to portray real moments and represent the breadth of our products and consumers."

Back in April, Heinz launched a campaign to celebrate its 150th birthday and the legacy of founder Henry J Heinz, shining a spotlight on the humble bottle of ketchup.

The business's parent company Kraft Heinz has been looking to offset a slow streak; having reported flat sales of $26.2bn and a $10.2bn loss for 2018 back in February.

BBH: Heinz Makes It Better by Heinz


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