Heinz mayonnaise is celebrating its most hardcore fans with a new omnichannel campaign that brings their dedication to the brand to life, with tongues firmly in-cheek.
Created by Wieden+Kennedy London, the creative centres around two 20-second hero films that re-creates loving fans’ casual tweets into big-budget mini-blockbusters.
“Our global brand platform ‘It Has to be Heinz’ was born from a single consumer insight: our fans will go to extreme – sometimes irrational – lengths to get their hands on Heinz,” said the brand’s Northern Europe director of taste elevation and masterbrand, Thiago Rapp.
“It’s an insight so rich we built an entire platform centred around celebrating the all-consuming, universal love people have for our brand.”
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“This is especially true of our ‘hardcore’ mayo fans, who really are unique – they’re our biggest advocates and we’re leaning on our existing fanbase to connect with new consumers, adding humour along the way to make it undeniably Heinz.”
Further executions across social media and out-of-home have been launched in support of the campaign, with billboards in London and Manchester playfully recreating the plots of both ads.
Wieden+Kennedy London creative directors, Joe De Souza and Juan Sevilla added: “We’re really happy with this campaign, especially as it continues to bring the ‘Irrational Love’ stories of Heinz fans to life in a modern, provocative way.
“This time, we’re giving voice to the hardcore lovers of Heinz mayo, who have been passionately standing up for the great taste on social media. We had a lot of fun finding tweets and stories online and recreating them in an epic way in film and print.”
Both ads were directed by Mike Skrgatic and James Allen via Art Practice, the creative team that worked on the concept, including Patrick Silla and Simon Allen.
