Sydney, Australia – Heinz, through agency TBWA\Sydney, has released a new campaign that highlights the origins of the classic meal of soup, and how the brand is able to make ‘soup’ remain delicious and ‘great now’.

Soup as a source of sustenance has long been depicted in art – from ancient Sumerian stone tablets to Pablo Picasso’s ‘La Soupe’ in 1902, evidence shows how soup has always been a staple in people’s daily lives. 

To celebrate its role in ‘humanity’, the latest campaign ‘Good then. Great now’ has taken inspiration from ‘soup art’ to remind everyone that the reasons people reached for soup were the same then, as they are now. 

Rebecca Preston, CMO of Kraft-Heinz ANZ, said, ‘Soup has been fuelling humankind for centuries. It is easy to prepare and can be made from almost any ingredient, making it a universal crowd-pleaser, even as culture and tastes shift. Our campaign celebrates the role soup has played in every culture’s history. It was good then, and thanks to Heinz it is great now.” 

Meanwhile, Katrina Alvarez-Jarratt, ECD of TBWA\Sydney, commented, “This playful campaign disrupts the category conventions by encouraging everyone to take their place in history – and join their forebears as soup eaters.” 

Food historians tell us the history of soup is probably as old as the history of cooking. One of the most ancient food references is Pigeon Soup, consumed by the Ancient Sumerians and documented on a 4000-year-old Sumerian cuneiform tablet. 

The campaign will be running across TV, OOH, social, cinema, and BVOD. 

In August 2022, Kraft Heinz tapped agency TBWA\Sydney as creative AOR for its Golden Circle brand. 

Singapore – To celebrate  International Burger Day on 28 May, Heinz has officially launched its first-ever ‘Heinz Tomato Ketchup Burger’, with the aim to elevate the taste of everyday hamburgers.

Done in exclusive partnership with restaurant chain Fatburger, the new ‘Heinz Tomato Ketchup Burger’ uses the brand’s own sun-ripened tomatoes, with no artificial colors, flavors, or preservatives. 

“Every layer of this new extraordinary burger will be bursting with rich flavor and quality that comes from Heinz Tomato Ketchup,” said the brand.

The new burger by Heinz will be running for a limited time only, starting from 28 May to 30 May, and is available in Fatburger branches. It will also come with a small bottle of ketchup to mark the occasion. 

Andita Rasyid, the head of marketing of ASEAN trading at Heinz, shared that they wanted to create the ultimate burger to celebrate one of the best days of the year. 

“In tandem with Fatburger, we’re delighted to bring ketchup lovers in Singapore the world’s first-ever ketchup burger one they can relish within the safety and comfort of their own homes,” said Rasyid. 

Furthermore, from 28 to 30 May 2021, Heinz will also be hosting a social competition for members of the public to take part and win their own burger kit consisting of a bun, patty, cheese, and bacon, along with a small bottled ketchup 1.5oz. 

Ketchup fans will only have to take a picture or video telling ‘how they are ketchup krazy without telling them they are ketchup krazy’, tag the ketchup brand, and upload it on Instagram.