Heinz Triggers Britain's Taste Memories with Iconic Food Combinations

Heinz has unveiled a new Masterbrand campaign that celebrates Britain’s favourite food pairings, with new taste-focused creative that plays to the brand’s 150-year legacy.

Developed in partnership with Wieden + Kennedy London, ‘Trigger the Taste’ taps into a simple but powerful insight: Heinz is synonymous with great taste.

Rolling out nationwide from today, the high impact campaign features stunning close-ups of Heinz’s best loved products, from the rich, velvety smoothness of Heinz ‘Seriously Good’ Mayonnaise to the comforting warmth of Heinz Baked Beanz. Every image is designed to trigger memories of the unmistakable taste of Heinz, and the feeling of anticipation it creates - the moment when fries call for ketchup, or when warm bread meets comforting soup.

In a clever twist on its famous ‘It Has to Be Heinz’ tagline, each mouth-watering creative also replaces ‘Heinz’ with the food that completes the pairing – Chips, Toast, Fries, or Bread. Pre-launch testing revealed that the connection was immediate: over 70% of consumers identified Heinz as the brand behind the campaign, showing that the anticipation Heinz creates is second nature.

Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz, UK+I said, “At the heart of the campaign, is the idea that certain foods are inextricably linked in our minds – and that Heinz is the perfect partner to bring out the best in them. Like Beanz on toast, or soup with warm buttered bread, it’s the simplicity of ‘Trigger the Taste’ that speaks to the unrivalled taste and quality of Heinz – something we’re leaning into to solidify ourselves as the most irresistible food brand.”

‘Trigger the Taste’ rolls out with a bold nationwide OOH presence, featuring high-impact placements in major cities including London, Manchester, Edinburgh, Newcastle, Glasgow, and Leeds. Heinz is also taking taste to the roads wrapping its delivery trucks, as well as London’s iconic red buses, which will be transformed into larger-than-life canvases celebrating Heinz’ Ketchup and Beanz - keep an eye out for the Beanz Bus! The campaign will also be launched in major European markets like Spain.

"Heinz's iconic taste is at the heart of consumers' irrational love for the brand. And it’s what led us to the campaign idea. You really can’t see ketchup without thinking about fries; or Heinz Beanz without thinking: ‘toast’. We loved the simplicity of this insight, and also the chance to play with the subconscious. We didn’t need to overexplain it - the logo says it all; and you could say the campaign pretty much wrote itself. Ultimately, we love it because it shows that Heinz is all about one thing: great-tasting food. Simple as that." said Joe De Souza and Juan Sevilla, creative directors, W+K London.