Heinz Spotlights the Enjoyment of Flavour by Calling Out ‘Stupidly Spicy’ Foods in New Ad Campaign

While many people enjoy spicy foods, modern-day spicy food culture has gone from the enjoyment of flavourful foods with a kick to challenges that leave the eater in pain. To remind spice lovers everywhere that they can enjoy foods that feature the heat they’re clamouring for without compromising on taste, today HEINZ launches ‘Stupid Good, Not Stupid Spicy,’ a new ad campaign promoting the brand’s line-up of three Spicy Ketchup Flavors - Chipotle, Jalapeño and Habanero - created the HEINZ way.

Developed in partnership with Rethink, ‘Stupid Good, Not Stupid Spicy,’ is inspired by the 9-1-1 calls of real people who experienced spicy food emergencies, including a cry for more milk after too much hot sauce, physical pain from a hot pepper and a single chip that was too hot to handle. The campaign celebrates the irrational love HEINZ and their fans share for irresistible flavour experiences - and a reminder not to let anything stand in their way of finding them.

The campaign, which runs now through September 10th, includes out-of-home (OOH) placements in Pittsburgh and Chicago, and digital video assets that will be pushed to spice lovers utilising data-driven insights - reaching them in premium environments across Instagram, TikTok, Snapchat, The Trade Desk, Amazon and YouTube.

The ‘Stupid Good, Not Stupid Spicy’ campaign and production was developed by Rethink, with Starcom’s Publicis 57 on U.S. media, and Zeno on public relations.

Jacqueline Chao, senior brand manager, HEINZ, said, “Spiciness used to be about the combinations of flavours and spices rather than how much a food can make you sweat. With this latest campaign, HEINZ wants to remind heat seekers everywhere that they can enjoy the spice that they crave AND great taste. As a brand that is obsessed with bringing irresistible flavour experiences to our fans, our new line of HEINZ Spicy Ketchups are bold, flavourful and won’t result in them calling 9-1-1.”

Julian Morgan - partner, group strategy director, said, "Pop culture has always loved spicy food. While extreme spice makes for great entertainment, it’s become more about burning off your tastebuds for likes than enjoying a meal. Which gives HEINZ the opportunity to say what most of us are feeling: more flavour, less pain, please.”