Heinz Lovers Go to Irrational Lengths for the Good Stuff in Campaign from W+K New York

Last year, HEINZ launched its first global masterbrand platform - 'Irrational Love' - marking its largest media investment to-date. Now 12 months later, the iconic ketchup brand, in partnership with Wieden + Kennedy New York, takes Irrational Love to new heights with the launch of two new creative series highlighting real fan and employee testimonials on their obsession with HEINZ. Both series launched throughout the U.S. and Canada, in English and French, and are amplified via video, paid social on YouTube, Instagram, TikTok, Facebook, Snapchat and search channels.

Since initially announcing in four markets last year, 24 additional markets have also gone live with the HEINZ 'Irrational Love platform', or will by the end of 2024. Further, HEINZ has seen a 12% global net sales increase and a 22% increase in away from home sales, demonstrating how creativity can be a key driver of sustainable business growth. 

From impersonating a HEINZ Heir(ess) to hoarding HEINZ packets at school, fans show no bounds when it comes to HEINZ. ‘Inspired By’ was inspired by stories of HEINZ lovers who will do whatever it takes to get the 'good' ketchup – because according to these fans’ experiences, it has to be HEINZ. 

Much like its fans, HEINZ itself goes to irrational lengths to deliver its signature sauce and unmistakable quality, with a special focus on creating lasting emotional connections that drive long-term loyalty and advocacy. With this in mind, the series 'Made With' took a documentary approach to tell the stories of real HEINZ employees that shows the irrational love HEINZ products are “made with.” Whether they have a tomato obsession or coin themselves a ‘ketchup nerd’, the irrational love at HEINZ is real.

'Irrational Love' highlights the irrational lengths fans go to for HEINZ as well as the irrational love that goes into creating the unmistakable taste and quality of HEINZ products by celebrating fans’ and employees’ unexpected and sentimental true stories. 

Megan Lang, global head of brand communications and creativity, Heinz, said, “HEINZ is known for being a consumer-obsessed brand and our Irrational Love creative platform celebrates just that. The new ‘Inspired By’ and ‘Made With' creative are the latest extensions of this global platform, highlighting the irrational lengths our fans and even employees go to show their irrational love for HEINZ products, both in the way it tastes and in how it is made. Since launching Irrational Love globally last year, the brand experienced positive growth from both a business and awareness perspective, which laid the groundwork for even more impactful storytelling and fan engagement in year two and beyond.”

Will Binder, creative director, Wieden + Kennedy New York, said: “It started last year with Head Tomato Ketchup Master Hector Osorno; we met these great, endearing and personable people inside of HEINZ who irrationally love HEINZ Ketchup as much if not more than the legions of fans all over the world. We just knew we had to get them on film and let all of that passion authentically come through.”