Heinz, a brand known for its strong identity and timeless connection with its consumers, recently launched the “Smiles” campaign, marking a bold and playful approach to celebrate its fans’ irrational love for ketchup. Released just in time for Halloween, the ad campaign was a creative partnership between Gut New York and Heinz’s in-house agency The Kitchen, and it was designed to capture the unshakable bond between the product and its consumers, all while pushing the boundaries of traditional advertising.
The Concept: Amplifying Irrational Love
The creative concept behind the “Smiles” campaign is rooted in the idea that Heinz fans are unapologetically devoted to the brand, sometimes to the point of irrationality. Heinz fans have historically shown their affection for the brand in extreme ways, including tattoos and themed weddings. Building on this insight, the “Smiles” campaign visually portrays this passion with exaggerated, ketchup-smeared smiles on the faces of avid Heinz lovers.
These visual depictions were designed to align with Halloween’s playful yet eerie atmosphere, where ketchup is transformed into a tool of expression. By smearing the product across their faces, fans wear sinister smiles that convey their unapologetic love for Heinz. This bold use of visual elements gives the campaign a distinctive, memorable edge while appealing to pop culture and adding humor. The tagline “It Ha-Ha-Has to Be Heinz” gives a direct nod to Heinz’s global brand platform, “It Has to Be Heinz,” which has been a major contributor to the brand’s 12% global growth in recent years.
Key Components and Creative Approach
“Heinz Smiles” consists of three separate ads, each showing fans happily embracing the messiness of ketchup as they eat with it smeared across their faces. The ads highlight the unbridled joy Heinz Tomato Ketchup brings to these consumers, regardless of the mess left behind. The campaign humorously demonstrates that Heinz’s flavor is worth breaking dinner etiquette, and that this love for the product can be so all-consuming, it’s written all over the fans’ faces—literally.
According to Lucas Bongioanni, the Chief Creative Officer at Gut New York, the campaign was designed to blend the timeless with the timely, and connect with global audiences through a mix of bold creativity and cultural relevance. Bongioanni mentioned that the messy, ketchup-smearing experience was the perfect visual to “spark conversation” and drive home the core message of how much people love Heinz.
Strategic Execution and Cultural Moment
One of the key elements behind the success of this campaign is its timely alignment with pop culture, especially around Halloween—a period that naturally invites fun, slightly spooky, and over-the-top themes. The ads launched across six key European markets, including France, Germany, Italy, the Netherlands, Spain, and the UK, making it a multi-market campaign with a unified global message but localized for each country.
According to Hannah Winterbourne, Heinz’s Brand Lead for Europe and Pacific Developed Markets, this campaign allowed Heinz to “hack a cultural moment” while utilizing the brand’s unique sense of humor. It’s simple yet effective in conveying how the great taste of Heinz can spark joy—even if it means getting messy. Winterbourne expressed excitement about how fans might react, particularly with the goal of bringing unexpected smiles to people’s faces during the spooky season.
Supporting the “It Has to Be Heinz” Platform
The “Smiles” campaign is an extension of Heinz’s “It Has to Be Heinz” brand platform, which launched in 2023. This platform has been integral to driving the brand’s global growth, helping it achieve more than 12% growth across international markets. By adding a sinister, fun twist with the tagline “It Ha-Ha-Has to Be Heinz,” the “Smiles” campaign stays true to the brand’s DNA while introducing a fresh, creative direction for Halloween.
Brand Collaboration and Team Effort
This campaign was brought to life through a collaborative effort between Gut New York and Heinz’s in-house agency, The Kitchen. The Kitchen, launched in 2020, is designed to help Heinz keep pace with cultural trends and deliver campaigns that resonate with audiences globally. This partnership ensured that the “Smiles” campaign would successfully combine the creative genius of Gut New York with the efficiency and cultural insight of The Kitchen.
The advertising credits highlight the strong leadership and teamwork involved in creating this campaign. Leaders like Andre Fernandes (VP of Growth) and Hannah Winterbourne (Brand Lead) played essential roles in guiding the campaign’s vision, while Gut New York’s Chief Creative Officers, Lucas Bongioanni and Juan Javier Peña Plaza, oversaw the campaign’s creative execution.
The Halloween Timing and Global Launch
Launching around Halloween was no accident. The creative approach perfectly aligned with the spirit of the season, capturing the playful eeriness and joy that comes with it. By having ketchup-smeared smiles that evoke images reminiscent of the Joker’s sinister grin, Heinz was able to tap into a broader cultural moment. Halloween represents a time for playful scares, and Heinz used this moment to further deepen its brand’s connection with consumers.
Conclusion: A Bold and Playful Step
The Heinz “Smiles” campaign showcases the brand’s willingness to push creative boundaries while staying true to its core identity. By celebrating its fans’ irrational, all-consuming love, Heinz continues to fortify its iconic status in a fun and culturally relevant way. The campaign’s success lies in its simplicity, humor, and bold visuals, all tied together by a sense of shared love for a product that’s globally beloved. With support from Gut New York and The Kitchen, Heinz effectively demonstrates that, sometimes, great taste is worth getting messy for.
Credits:
Client: Heinz
Agency: Gut New York
Global Brand Platform: “It Has to Be Heinz”
This campaign continues to reinforce the brand’s position as an iconic product and contributes to Heinz’s global growth by connecting with audiences on a deeply personal, humorous level—perfectly timed for Halloween.
Also Read: Marketing Strategy and Marketing Mix of The Kraft Heinz
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