HEINZ® Unveils First Global Creative Brand Platform in Over 150 Years
1.6.2023 16:00:00 EEST | Business Wire | Press release
Today, HEINZ announces “It Has to be HEINZ,” a new global platform marking the first time in its 150-year history where the brand is unified under one creative strategy. The campaign pays homage to the brand by celebrating the irrational love people have for HEINZ – from real fans’ personal love affairs with the brand, to the love and care its products are made with.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20230601005186/en/
HEINZ announces its first new global platform in its 150-year history “It Has to be HEINZ,” inspired by real-life stories of fans’ undeniable love of HEINZ (Graphic: Business Wire)
Anchored by Kraft HEINZ’s largest media investment to date, the global creative platform demonstrates the unmatched love generations of people all over the world have for HEINZ – from Ketchup to Beanz and everything in-between(z). The fan stories featured in the creative – such as HEINZ tattoos, carrying condiment packets in purses, and smuggling tins of Beanz through airport security – are sourced from social media, news articles, and through word of mouth.
“As we looked to unify the brand under one global brand platform, we dove into the world of our consumers and found that they all shared one thing: the irrational lengths they go to for HEINZ products,” said Diana Frost, Chief Growth Officer, North American Zone at The Kraft HEINZ Company. “As a brand obsessed with our consumers, we created ‘It Has to be HEINZ’ as our love song back to them, our fans are our muses.”
For over 150 years, HEINZ has been on a quest to do the common thing uncommonly well. Today, unparalleled quality remains at the core of the brand’s beliefs and practices, from the careful selection of only the highest quality ingredients by its seven “Tomato Masters”, to its goal of sourcing 100% sustainable ketchup by 2025. Each step is meticulously considered to make sure the unmistakable taste of HEINZ is delivered every time.
“Our fans may go to irrational lengths for HEINZ products, but the feeling is mutual – we’re just as obsessed with our products as they are and can’t wait to share it with the world,” said Cristina Kenz, Chief Growth Officer, International Zone at The Kraft HEINZ Company. “This irrational love is also driving a larger transformation at Kraft HEINZ, where we’re moving at the speed of culture to surprise and delight our consumers with insight-led innovations and authentic brand experiences.”
The campaign, developed in partnership with Wieden+Kennedy, features five vignette-style spots of true and could-be-true stories, celebrating the unmatched love people have for HEINZ Ketchup and Beanz. The new platform will be featured across channels, targeting mass reach and high impact placements through TV, online video, cinema, social, and out-of-home. “It Has to be HEINZ” will debut in the U.S., Canada, the U.K. and Germany, and will roll out to additional markets over the next six months.
To follow along, check out @Heinz, @Heinz_ca and @heinz_uk on Instagram and @Heinz_us, @heinz_ca and @heinzuk on TikTok.
About the Kraft HEINZ Company
We are driving transformation at The Kraft HEINZ Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2022 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft HEINZ across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn and Twitter.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20230601005186/en/
Contact information
Jenna Thornton
The Kraft HEINZ Company (N.A. Inquiries)
Jenna.Thornton@kraftheinz.com
Marissa Munnings
The Kraft HEINZ Company (International Inquiries)
Marissa.Munnings@kraftheinz.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Lattice to Showcase Advanced Edge AI Solutions at the FPGA-forum 202628.1.2026 23:00:00 EET | Press release
Lattice Semiconductor (NASDAQ: LSCC), the low power programmable leader, today announced its exhibition plan for the upcoming FPGA-forum 2026 taking place February 11 – 12, 2026 in Trondheim, Norway. As part of the event, Lattice Corporate Vice President of Software Solutions and Applications Engineering Eleena Ong will deliver a keynote presentation exploring how rapidly maturing AI technologies can turn FPGA platforms into innovation canvases for a much broader range of developers, sparking new application possibilities. Lattice will also deliver a technical presentation and host a demo showcase focused on how its low power FPGA solutions are advancing connectivity and edge AI applications. Who: Lattice Semiconductor What / When (GMT+1): Lattice Demo Showcase (Table #3), Feb 11-12 Keynote Feb. 11, 9:30 a.m. “Unlocking the Next Wave of FPGA Innovators with Generative and Agentic AI” Technical Presentation Feb. 12, 10 a.m. “Smaller. Cooler. Smarter: Lattice FPGAs’ Path to Uncompromised
Egon Zehnder Elects German Herrera as New Chair28.1.2026 21:01:00 EET | Press release
Egon Zehnder, the world’s premier leadership advisory firm, today announced that, in accordance with its established governance and three-year election cycle, German Herrera has been elected as the Firm’s next Chair by its worldwide partnership. Herrera will assume the role effective March 1, 2026. He will succeed Michael Ensser, who has held the position since 2022, in a planned succession at the conclusion of his regular term. Herrera joined the Firm in 1998 in Bogotá and has helped shape the Firm’s global presence, taking on a broad range of leadership roles, from co-leading the Global Family Business Advisory Practice to serving on the Executive Committee and the Market Council. Most recently, Herrera has guided Egon Zehnder’s U.S. market through a period of impressive growth and transformation, which today includes 15 offices and more than 150 consultants. As the first Latinx person in this role in the industry, he actively forges strategic partnerships and joint ventures. With ex
De' Longhi Group - Record Preliminary 2025 Revenues of €3.8 Billion, up 10.4% at Constant Exchange Rates28.1.2026 20:25:00 EET | Press release
Below are the preliminary 2025 revenues for the De’ Longhi S.p.A. Group: This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128191504/en/ 12 months, revenues at € 3,801.5 million, growing at 8.7% (+10.4% at constant currency); fourth quarter, revenues at € 1,340.0 million, growing at 5.7% (+8.2% at constant currency). Fabio de' Longhi, CEO of the Group, stated: "The Group achieved solid growth at constant currency of 10.4% in 2025, characterized by consistent results throughout the year. We are particularly pleased with the excellent performance achieved in the fourth quarter, which successfully overcame the challenges posed by the current market environment. The household division consolidated its recent growth momentum during the quarter, with organic growth of 5.2% against a challenging year-over-year comparison. This performance was primarily driven by the structural trend in coffee, amplified by strategic media investmen
Organon Completes Divestiture of JADA ® System to Laborie28.1.2026 19:45:00 EET | Press release
Organon (NYSE: OGN), a global healthcare company with a mission to deliver impactful medicines and solutions for a healthier every day, announced today the successful closing of the sale of its JADA® System to Laborie Medical Technologies Corp. Please see our prior announcement for a summary of the transaction terms. Indications for Use The JADA® System is intended to provide control and treatment of abnormal postpartum uterine bleeding or hemorrhage when conservative management is warranted. Contraindications Ongoing intrauterine pregnancy Untreated uterine rupture Unresolved uterine inversion Current cervical cancer Known uterine anomaly Current purulent infection of vagina, cervix, or uterus For C-sections: Cervix <3 cm dilated before use of JADA Warnings Avoid excessive force when inserting JADA into the uterus or trauma to uterine wall may occur, including perforation. The safety and effectiveness of the JADA System in delivery at a gestational age <34 weeks or, if multiples, uter
Laserfiche Expands AI Data Capture with Auto-Classification to Transform Data into Business Intelligence28.1.2026 17:00:00 EET | Press release
Laserfiche — the leading SaaS provider of intelligent content management — today announced major enhancements to its AI-powered data extraction tool, Smart Fields. The update introduces automated document classification and tagging, allowing organizations to move from unstructured content to informed decisions in seconds. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128228490/en/ Using natural language prompts instead of rigid, ruled-based OCR, Smart Fields can now identify document type — such as invoices, taxpayer identification forms, or student transcripts — and automatically apply the correct metadata template using AI. Users can also use Smart Fields to automatically add informational and security tags to files that meet certain criteria, defined using a natural language prompt. Users can capture key details, route documents, and apply the proper metadata tags instantly and at scale. “Success in today’s AI-driven
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom