Heinz’s tasty visuals are on brand and on point

Kraft Heinz's latest ad campaign by Wieden+Kennedy London cuts straight to the product’s core appeal, says Kat Thomas, founder and global chief creative officer of One Green Bean.

Logoless, yet instantly recognisable, Heinz UK’s new campaign is turning heads for its purist approach. 'It has to be…' zones in on the brand’s most iconic food pairings. The slogan and frame ‘It has to be Heinz’ reminds viewers of worthy matches for foods including fries, toast and bread. Pre-launch testing found 70%+ consumers recognised Heinz as the brand behind the ads.

As an earned-first creative, I tend to look to OOH as a handy vehicle to supercharge an idea that’s already generating headlines and social engagement. Anything else is often just wallpaper. But saying that, I know a bloody good ad when I see one. Triggering the taste is triggering the senses… mine at least. It’s simple, it’s alluring, it’s nostalgic.

I love that it’s clear, concise, with minimal copy and one strong visual.

Basic AF, but in a good way—a bit like the product.

The call to action is delivered with a confidence that only Heinz can pull off. There’s not a sniff of arrogance though… it’s giving sentimentality and good times. Best of all, it’s actually appetising.

Heinz’s ad also follows the logoless, food-centric precedent set by brands including Tesco, proving a back-to-basics approach is still the flavour of the month.