Heinz is diving deeper into its first-ever global masterbrand platform, “Irrational Love,” with a new wave of ads showcasing the extreme lengths its fans go for their beloved ketchup. This bold campaign, launched in 2023, has become a critical driver of Heinz’s recent success, leading to a 12% increase in global net sales and a 22% bump in away-from-home sales. The latest leg of the campaign, which spans across the U.S. and Canada, is taking Heinz’s quirky brand storytelling to new heights, all while helping to reignite consumer passion for the iconic brand.
Turning Fan Stories Into Engaging Ads
At the heart of Heinz’s new ads are stories—some real, some playful exaggerations—of consumers going to absurd lengths to get their hands on Heinz ketchup. One standout spot, titled “The Heiress,” features a woman dining at a high-end restaurant who fakes being part of the Heinz family just to receive a bottle of the brand’s ketchup instead of an in-house version. Another memorable ad, “The Students,” reveals an elaborate heist by students to steal a box of ketchup packets from their school cafeteria, showcasing the humor and dedication Heinz fans display for the brand.
These creative ads are supported by a comprehensive media strategy, including video, paid social campaigns on TikTok, YouTube, and Snapchat, and targeted search advertising. Heinz has also launched a separate content series called “Made With,” which profiles its employees, giving a behind-the-scenes look at the passion and care that goes into making its iconic ketchup.
A Masterbrand Strategy for the Future
The “Irrational Love” campaign, developed by Wieden+Kennedy, marks the largest media investment in Heinz’s 150-year history. Megan Lang, Heinz’s global head of brand communications, emphasized the platform’s impact: “Since launching ‘Irrational Love’ globally last year, the brand experienced positive growth from both a business and awareness perspective. This laid the groundwork for even more impactful storytelling and fan engagement in year two and beyond.”
Fueling Heinz’s Growth and Expanding Reach
Heinz’s creative strategy has played a pivotal role in driving its recent success. With sales up across multiple regions, the company plans to expand “Irrational Love” to an additional 24 markets by the end of 2024. The campaign, which initially launched in four markets, has captured the attention of Heinz’s global fanbase and proven that innovative storytelling can help revive even the most established brands.
Despite parent company Kraft Heinz experiencing a 3.6% year-over-year drop in Q2 sales, CEO Carlos Abrams-Rivera remains optimistic. He attributes some of the challenges to consumer caution but is committed to ramping up innovation and marketing investment to strengthen the company’s portfolio, including its beloved Heinz brand.
For more on Heinz’s continued success with the “Irrational Love” campaign, visit Marketing Dive.