Tag: Kraft Heinz

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. 

Australia – Global food and beverage company Kraft Heinz has appointed advertising agency TBWA\Sydney as the creative agency of record for its brand Golden Circle.

As part of the remit, TBWA\Sydney will be responsible for the entire beverages portfolio including the development of the Golden Circle Masterbrand.

Rebecca Preston, Kraft Heinz’s CMO, said, “TBWA has a proven track record of bringing both world-class disruptive, cut-through thinking and a genuine level of partnership to brand creative development. We are looking forward to unleashing their talents across our beverages portfolio.”

Meanwhile, Nitsa Lotus, chief growth officer at TBWA\Sydney, commented, “We are thrilled to be working with such an iconic Australian brand in Golden Circle. It is a leading brand with the heart and soul of a challenger. We are looking forward to partnering with Kraft Heinz to help create the next exciting new chapter in this brand’s future.”

In July 2022, TBWA\Sydney collaborated with Tourism New Zealand, the agency that promotes the country’s tourism around the world, to launch a new campaign, which is an underground network of Secret (Travel) Agents, with a mission to encourage Australians to book a holiday in Aotearoa New Zealand.

India – Food and beverage company Kraft Heinz in India has launched a new campaign for its latest offering Heinz Tomato Twizt. This campaign was inspired by the company’s purpose, ‘Let’s Make Life Delicious’.

Heinz Tomato Twizt is made with quality tomatoes and Heinz’s secret spice mix, keeping in mind the Indian consumer’s taste and preferences and to suit the Indian palate.

The 360-degree campaign, which was created in partnership with advertising agency BBH India, includes 2 films for TV and digital, OOH, OTT integrations, and social media outreach.

Titled ‘Chhota Twist, Bada Dhamaka’, the campaign brings to the fore how Heinz Tomato Twizt is a saviour, whether for yesterday’s leftover food or a kitchen experiment gone wrong. Its delectable flavours aim to elevate the taste and enhance flavours making it a great accompaniment with a variety of cuisines – Indian or international.

Aarti Srinivasan, BBH India’s executive creative director, said, “We often see picture-perfect shots of mouth-watering food in advertising. To break the clutter, we wanted to visually show just the opposite. Enter last night’s cold pizza and burnt pakoda, with the idea of how Heinz Tomato Twizt is a saviour of food gone wrong.”

Meanwhile, Rafal Walendzik, Kraft Heinz’s managing director of Asia Trading, commented that their campaign is built on a strong consumer insight – which is ‘It’s often the small twists that make a big difference’ be it in food or life. 

“We truly believe a small twist like adding Heinz Tomato Twizt can elevate the taste of any dish, and even be the saviour of food gone wrong or bland food,” said Walendzik.

Manila, Philippines – The lockdown restrictions resulted in less opportunity to engage with food lovers, and with this, Kraft Heinz has decided to partner with the local Filipino burger chain Sweet Ecstasy for a unique giveaway last July. 

The partnership aims to continually raise the bar for its food products, including its Heinz Seriously Good Mayonnaise. With the vision ‘Let’s make life delicious’ and its mission to create unique and out-of-this-world food pairings, Kraft Heinz wanted to step in to unite both food enthusiasts and restaurants.

Following this endeavor, Kraft Heinz has created a new campaign to provide a unique opportunity to create further taste connections with its fans. 

Called, ’The Seriously Good Burger’, the campaign was made by the Heinz Mayonnaise team and creative agency VMLY&R. It is a limited-edition burger that generated buzz through a digital-first campaign.

Andita Rasyid, Kraft Heinz’s head of marketing for Asia Trading, shared that they wanted to find a partner to help bring a burger experience that can once again energize the public’s interest in good restaurant food after the difficulties that the pandemic has posed on the industry. 

“This felt like a perfect way to bring our vision of ‘Let’s make life delicious’ to life,” said Rasyid.

Meanwhile, Jorge Thauby, the executive creative director at VMLY&R, commented, “We are excited that together with Heinz, we will be bringing consumers not only anticipation but a tangible and delightful experience from online to offline.”

The limited-edition burger was made available last 9 July 2021, where it attracted 850 participants, making it one of the most successful Southeast Asian campaigns for Heinz Seriously Good Mayonnaise.