- Heinz continues to tout itself as an essential part of consumers’ favorite meals with a new campaign that draws a comparison between its signature ketchup’s keystone logo to the shape of most French fry takeout boxes.
- The new campaign, “Looks Familiar,” is the latest effort under the brand’s overarching “It has to be Heinz” umbrella that celebrates fans’ irrational love for the signature ketchup. Iterations of the campaign have showcased people getting the logo tattooed on their bodies, outing restaurant workers falsely substituting lesser brands in Heinz packaging and offering its product as an emotional support assistant.
- The new campaign will run in eight global markets and will feature out-of-home advertising, long-form video, digital shoppable integrations, paid social media advertising and influencer marketing initiatives.
Last week, The Kraft Heinz Company announced that it is splitting into two independent, publicly traded companies. The company has yet to name the two companies, but the Heinz brand is part of the first company, which is focused on “Global Taste Elevation Co.” It also includes iconic brands such as Philadelphia and Kraft Mac & Cheese. This is the latest Heinz campaign since the news.
“‘It Has To Be Heinz’ is grounded in the truth that because Heinz is made with such obsession and care, consumers around the world show their love for the brand in truly irrational ways and recognize it as a true icon,” said Nina Patel, vice president, global Heinz Brand at the Kraft Heinz Company. “The ‘Looks Familiar’ campaign continues to cement the brand’s iconic status by driving consideration of Heinz ketchup in a way that transcends borders and reminds the world why ‘It Has To Be Heinz.’”
A video demonstrates the connection by showing different French fry containers on trays as onscreen text notes that they come from different locations around the world. As the William Tell Overture plays (and the video cycles through different containers and locations), an animated drawing traces the containers to highlight how the shape resembles the Heinz logo.
In addition to the film, Heinz has teamed with food delivery app Uber Eats to offer consumers half off a bottle of ketchup when they get fries delivered through the app in select markets. The brand has also teamed with QSR chain Carl’s Jr. to offer free fries and Heinz Ketchup to customers when they spend $30 or more. The partnerships are necessary because “while fry boxes look strikingly similar to our keystone logo, fries aren’t always served alongside Heinz ketchup,” Patel said.
The “Looks Familiar” campaign will run in the U.S., Canada, Mexico, the U.K., Brazil, Germany, the UAE and China, Patel said. The countries were selected because they are priority markets for the brand and also because they “show the power and the scale” of the message as it “transcend(s) borders,” Patel said.
