‘It has to be Heinz’: Global campaign lands down under via TBWA Sydney
Heinz has extended its global ‘It has to be Heinz’ platform down under, showcasing ketchup’s role in distinctly Aussie moments.
The campaign captures moments where Aussies find themselves unable to resist licking drops of Ketchup off of anything caught in the Ketchup crossfire.
Kraft Heinz ANZ chief marketing officer Michael Magee said: “We are incredibly excited to bring a truly Aussie insight to the It has to be Heinz platform by showing the role and driving consideration for Heinz Ketchup during uniquely Aussie consumption occasions like having a pie at the footy.
“This allows us to emotionally and culturally connect the audience with the brand while bringing an authentically Aussie feel to it.”
TBWA Sydney executive creative director Kat Alvarez-Jarratt added: “Because Ketchup is so delicious, it’s only natural to find yourself licking that last drop of Ketchup off of something it wasn’t originally meant for. The only question is: how far is too far?
“A special thank you to Simon Harsent at The Pool Collective, who has beautifully captured these real, human and relatable moments.”
The campaign rolls out nationally across with large format OOH in high-impact placements and creative contextualized to where consumers are at that moment, including bespoke transit in metro areas and native to platform social executions across Meta and TikTok to capture attention.
Kraft Heinz director of taste elevation and master brand Thiago Rapp said: “At Heinz, we are consumer obsessed and leaning into consumer insight and behaviours allows us to connect with our fans in a way that really resonates.
“This ad is dedicated to the sauce superfans willing to do whatever it takes for the last drop of Heinz Tomato Ketchup.”
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