Thailand – Heinz, in collaboration with BBDO Bangkok and BBDO Guerrero, has unveiled its first regional campaign, inviting Southeast Asians to pause and savour the taste that makes every celebration worth the wait.
Launched simultaneously in Thailand and the Philippines, the campaign marks a milestone for the global ketchup brand, uniting two of Southeast Asia’s most creative markets under one story that reflects the region’s passion for food and the emotional connection people have with Heinz.
Titled “It’s Heinz Season”, the campaign is built on a simple insight: true love waits for true Heinz lovers; a meal—especially Christmas dinner—doesn’t begin until Heinz arrives.
The film depicts a festive family home on Christmas Eve. The table is set with dishes that reflect a Southeast Asian celebration of Western cuisine, including homemade sausages, hand-cut fries, lumpia, grilled Filipino barbecue, fresh salad, and a homemade pizza.
As the family holds hands for grace, no one moves to eat. Silence fills the room, broken only by the ticking of a clock. The camera pans to an empty chair, hinting at something—or someone—missing. When the doorbell rings, the older son enters, and the family cheers, only to reveal that what they were truly waiting for was a bottle of Heinz ketchup.
Once Heinz touches the food, the scene transforms: ketchup spreads over fries, barbecue, and pizza, signalling that the meal—and Christmas—can finally begin.
The campaign underscores the cultural significance of food in Thailand and the Philippines, where authenticity matters and every bite must be worthy of pride. During Christmas, when Western dishes dominate, true food lovers wait for Heinz before starting their meal—a reflection of what the brand calls “irrational love”.
This initiative is the first collaboration between Heinz South, Southeast Asia and Hong Kong, BBDO Bangkok, and BBDO Guerrero. It also marks the first time Heinz has launched a unified, through-the-line campaign across two Southeast Asian markets, blending Thai charm and Filipino warmth with the brand’s global, appetising, and witty aesthetic.
Somkiat Larptanunchaiwong, CEO of BBDO Bangkok, said, “Heinz is a brand with a global creative legacy, and this collaboration proves that regional storytelling can be just as powerful. By uniting the cultural truth of two foodie nations, we created a campaign that feels both proudly local and unmistakably Heinz.”
David Guerrero, chairman and chief creative officer of BBDO Guerrero, added, “Christmas is a time of coming together. And we are delighted to have worked together with Heinz and our colleagues in BBDO Bangkok to uncover the shared cultural truth that a meal isn’t complete until everyone is there – and especially if that someone is bringing the Heinz.”
Meanwhile, Kittinai Viputthikul, head of regional marketing for South and Southeast Asia and Hong Kong at Heinz, also commented, “This campaign is a landmark for Heinz in Southeast Asia. It’s the first time we’ve united our markets with one story that truly reflects who we are: globally iconic but locally loved. Heinz has always stood for authenticity, and this Christmas, we’re showing how that love for taste brings people together.”
