The campaign from BBH London highlights how the brand has influenced all sorts of meals for a century and a half
To celebrate its 150th anniversary, Heinz has launched a major new campaign across UK & Europe, Middle East & Africa. The campaign, created by BBH London, celebrates the iconic food brand’s strong heritage and the enduring legacy of its founder Henry J Heinz through spotlighting one of its most loved products - Heinz Tomato Ketchup.
For over a century, Heinz Tomato Ketchup has been added to meals all over the world, helping make meals tastier until the very last bite. Playing on the universal insight that a clean plate is the sign of an enjoyable meal, the campaign uses the tagline ‘150 Years of Clean Plates’ to highlight how the Heinz product has influenced meals across so many walks of life and across so many decades.
The $15.3m campaign was created by David Lasar and Thibault Michal and will launch with a 30-second TV advert that will go live in the UK and across Europe, Middle East & Africa starting from the 2nd week of April.
The film, shot by award-winning directors Dom & Nic, features plates from a wide range of cultures and eras to highlight how the ketchup we all know and love from Heinz is a taste that has stood the test of time. Throughout the advert, eagle-eyed viewers may spot some hidden film references.
The music - synced by the team at Woodwork Music - is 'I Like It!', a 1960s novelty song by the comedy duo Mike and Bernie Winters.
The film is supported by multiple cross-channel activations, including a print and OOH campaign shot by Gareth Morgans. This includes more than 30 executions of single empty plates; from the metal dishes of the 1800s right the way through to the simple, undecorated plates of the modern day. Additionally, the campaign will run on social, digital and VOD, as well as an out-of-home takeover of the BFI IMAX Cinema in London’s South Bank. Creative Directors Nick Kidney & Kevin Stark at BBH London said: “It’s a very simple idea born of a truth about the product, executed with charm and wit. It feels right for the Heinz brand.”
Victoria Sjardin, Marketing VP for Europe Middle East & Africa at Kraft Heinz said: “Henry John Heinz set off on his extraordinary journey with the unique desire “to do a common thing uncommonly well”.
150 years later, the heart of Heinz’s mission is still to find small ways to make life better. “We are very excited about our new global ‘Clean Plates’ campaign, which is a testament to Heinz’s heritage and aims to highlight how delicious Heinz products have been helping make meals even tastier around the world and across all walks of life for 150 years.”