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
Riskified Announces Expansion of AI Agent Intelligence to Secure Native Merchant AI Shopping Assistants3.3.2026 15:00:00 EET | Press release
Riskified (NYSE: RSKD), a leader in ecommerce fraud and risk intelligence, today announced an expansion of its AI Agent Intelligence platform, positioning the company as the definitive shield for the next era of ecommerce. As merchants explore deploying their own native, conversational AI shopping assistants to elevate their customer experience, Riskified is ensuring that these new touchpoints are protected from sophisticated fraud and abuse. Retailers are heavily investing in bringing AI agents directly to their digital storefronts. Research from McKinsey & Company underscores this trend, noting that 82% of retail organizations have already launched generative AI pilots focused on reinventing customer service. As merchants build out their AI shopping assistants to offer deep personalization and loyalty programs based on customer preferences, Riskified provides a critical risk intelligence layer that makes these interactions both smart and secure. Because Riskified analyzes the complet
PAX Unveils Long-Anticipated PAX FOUR, Its Most Powerful Dry Herb Vaporizer Yet3.3.2026 15:00:00 EET | Press release
Nearly two decades after defining the category, PAX today announced the launch of PAX FOUR, the most powerful dry herb vaporizer in the company’s history. Built for consumers who want dense vapor and immediate impact without combustion, PAX FOUR delivers smoking-level intensity you can see and feel in a sleek, precision-engineered device. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260303740648/en/ PAX FOUR, the most powerful dry herb vaporizer in the company’s history. The cannabis vaporization category continues to grow as consumers shift away from smoking and combustion, yet many remain loyal to traditional smoking methods, often citing weak vapor, lack of intensity, and inconsistent performance from existing devices. PAX FOUR was engineered to change that — producing larger clouds and consistent performance while preserving PAX’s signature portability and design. “PAX FOUR is all about power,” said Chris Ahern, CEO of
The Progeria Research Foundation and Forge Biologics Announce Manufacturing Partnership to Advance Gene Therapy for Children with Progeria3.3.2026 15:00:00 EET | Press release
The Progeria Research Foundation (“PRF”), a nonprofit research organization dedicated to developing treatments and the cure for Hutchinson-Gilford Progeria Syndrome (“Progeria”), and Forge Biologics, (“Forge”), a leading manufacturer of gene therapies and member of the Ajinomoto Bio-Pharma Services group, today announced a manufacturing agreement to support the development and manufacturing of SamPro-2, PRF’s investigational gene therapy for children and young adults living with Progeria, an ultrarare and fatal genetic disease characterized by rapid aging. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260303556687/en/ The manufacturing agreement brings together PRF’s decades-long, research-driven Progeria program with Forge’s integrated gene therapy capabilities including process development, cGMP manufacturing, FUEL™ platform technologies, and regulatory consultation. Forge will provide manufacturing services for Investiga
Jackson County REMC brings ultra-fast fiber to rural Indiana with Adtran3.3.2026 15:00:00 EET | Press release
Adtran today announced that Jackson County REMC is transforming its broadband network with Adtran technology to help close the digital divide and bring faster, more reliable connectivity to homes, businesses and farms across southern Indiana. The member-owned electric co-op selected Adtran for its transparent approach and collaborative partnership, moving away from restrictive models that added complexity and cost. The integrated solution combines fiber access, AI-driven Mosaic One SaaS and Intellifi® managed Wi‑Fi to reduce truck rolls and lower operating expenses by up to 30%. This empowers Jackson County REMC to provide a superior experience for more than 13,500 broadband subscribers across its 10‑county service area. It also expands access to online services and creates new opportunities for education, healthcare and economic growth. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260303382581/en/ Adtran’s networking tech
Armis Launches Marketplace to Help Security Teams Accelerate and Optimize Integrated Technology Stacks3.3.2026 15:00:00 EET | Press release
Armis, the cyber exposure management & security company, today announced Armis Marketplace, a digital hub for security teams to find, evaluate and implement solutions that seamlessly integrate with their existing Armis deployments. The portal's centralized access to trusted partner integrations empowers Armis customers to more quickly validate the effectiveness of solutions within their own environments. “The real bottleneck for security teams today is not discovering new tools or services but the friction of validating them,” said Nadir Izrael, CTO and Co-Founder at Armis. “The Armis Marketplace is designed for action, enabling teams to significantly cut purchasing time from weeks to hours and move from proof to deployment in record time. This allows organizations to secure their environment and focus on what matters most.” Unlike traditional marketplaces that simply list partner solutions without providing the full context of what would be most impactful, the Armis Marketplace offers
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