Heinz, the iconic global food brand, is celebrating its 150th anniversary this year with the launch of its new campaign – 150 Years of Clean Plates. Nothing shows the great taste of a meal better than an empty plate. This campaign features how Heinz products, such as Heinz Tomato Ketchup, have stood the test of time.
The $15.3M USD campaign created by BBH will be going live across the Europe, Middle East and Africa. It will celebrate the brand’s founder, Henry J Heinz’s enduring legacy and his desire to “do a common thing uncommonly well”, which continues to make Heinz one of the world’s most innovative and loved brands.
The film, shot by award winning directors Dom+Nic, captures the many moments in life over the last 100+ years where Heinz Tomato Ketchup has helped make meals tastier. By shooting the campaign from a bird’s eye view, we see how the food, the clothes and the cutlery have changed from era to era, from the merchant ship’s galley to the American drive thru. Only one thing stays the same: the unmistakable taste of Heinz Tomato Ketchup that we all know and love.
The advert goes live on April 8th alongside OOH in key sites across the UK, including the IMAX in Waterloo, as well as through digital and social channels. The campaign was planned and bought by Starcom.
The supporting PR campaign, developed by Wonderland, will involve a series of news pieces and features, including a celebration of Heinz’s heritage and key facts over the past 150 years. Collaboration from expert food historian Polly Russell also examines how Heinz has influenced meals and changed palates throughout history. The content will highlight what makes the brand as relevant and innovative today as it has ever been.
Victoria Sjardin, Vice President of Marketing, Europe, Middle East & Africa at Kraft Heinz comments: “Henry John Heinz set off on his extraordinary journey with the unique desire “to do a common thing uncommonly well”. 150 years later, the heart of Heinz’s mission is still to find small ways to make life better.
“We are very excited about our new global ‘Clean Plates’ campaign, which is a testament to Heinz’s heritage and aims to highlight how Heinz products have been helping make meals even tastier around the world and across all walks of life for 150 years.”