The Kraft Heinz Company

HEINZ has launched a new global platform called “It Has to be HEINZ,” marking the first time in the brand’s 150-year history that it is unified under one creative strategy. The campaign celebrates the deep affection people have for HEINZ products, showcasing fan stories of their love for the brand through tattoos, carrying condiment packets in purses, and other acts of devotion.

With its largest media investment to date, the campaign highlights the global appeal of HEINZ and aims to connect with consumers who share an irrational passion for the brand. The initiative reflects HEINZ’s commitment to quality, sustainability, and delivering its signature taste consistently. Developed in partnership with Wieden+Kennedy, the campaign will be rolled out in the US, Canada, the UK, and Germany initially, with plans to expand to other markets in the coming months.