Heinz

Our team constituting of Ori Yang, Mai Prasertbodin, Kelly Atlas, Henrik Lezi, Sara Remi Fields, and Treeva Royes worked on launching three campaigns from Heinz.

The first and the short-term activation was a campaign encouraging people to use the classic Heinz bottle with Wholefoods.

Heinz was the first to introduce transparent bottles 150 yrs ago, showing the purity of their products. This integrity character was again shown when they supported the cause of food safety in the early 20th century.

A lot happened in the last century and brands had to keep in line with that. Heinz was really good first at understanding this cultural shift but also bring it into life.

In terms of business, Heinz was the first to have its own plants, the first to use mass advertising, take care about employee conditions, globalize the brand or even do an internal massive restructure when it needs to be done.

After Heinz and Kraft merged Heinz brand values were diluted. Which also effected consumers perspective on Heinz.

When Heinz focused on growth other larger brands were focused on expanding their palette with small companies that focused on flavor and health consciousness. As part of these acquisitions we see the adaptation of brands that have bigger purposes like health and diet inclusions and Heinz was missing out.

However, Kraft Heinz has iconic brands, like Philadelphia cream cheese and Heinz ketchup, that still have global appeal and dedicated spots in pantries and refrigerators.

The second and the medium term campaign was called “57 Common”

why 57? It’s taking the Heinz lucky number of Heinz. On every Heinz bottle. Common represents the common flavors around the world. AND ALSO Heinz believes to do a common thing uncommonly brings success.
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Our team created a stronger social media presence that helps the brand as a whole, to be culturally relavant and reintroduce the fun in Heinz.

The third campaign and longeterm activation we proposed was to partner with water.org

Water is a vital resource for all Heinz company operations worldwide. It is needed to grow tomatoes and many other crops key to our business. It is a crucial resource for the manufacturing process. We have implemented water conservation measures and evaluations globally to protect one of our earth’s most precious resources.

Heinz feels that operating in the food industry, makes it a direct responsible to By partnering with nonprofits, we aim to set an example and bring more companies, communities and people into the water conversation so that millions of people around the world could get access to clean & safe water.