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Nov 20

🚀 "It Has to Be Heinz": A Masterclass in Data-Driven Marketing and Storytelling


"It Has to Be Heinz"
Heinz

🚀 "It Has to Be Heinz": A Masterclass in Data-Driven Marketing and Emotional Storytelling

In 2023, Heinz rolled out "It Has to Be Heinz," their first unified global campaign in over 150 years. This campaign wasn’t just about promoting ketchup—it was about celebrating the brand’s legacy, emotional connection with consumers, and deep insights into human behavior. 🌟

One of the campaign's standout features was its data-driven approach to understanding consumer loyalty. Through extensive consumer research, including social listening and surveys, Heinz uncovered a powerful truth:

  • 🌎 Over two-thirds of diners would rather wait to eat than go without ketchup.

  • 🍅 55% of consumers specifically said they’d wait for Heinz.

These insights highlighted an “irrational love” for the brand, showing that Heinz wasn’t just a condiment—it was a must-have on the table. This data fueled a campaign that celebrated real-life loyalty stories, from fans carrying Heinz ketchup packets everywhere to getting Heinz-themed tattoos. By spotlighting these behaviors, Heinz reinforced its authenticity and status as a household staple.

Relatable storytelling and strategic execution were equally critical. The campaign featured vignette-style ads depicting everyday scenarios—like people refusing to start their meal without Heinz or bringing their own Heinz bottle to restaurants. These relatable, heartwarming stories made Heinz more than a product; it became part of life's special moments.

To amplify its impact, Heinz deployed a multi-channel marketing strategy spanning TV, online videos, cinema, social media, and out-of-home ads. This integrated approach ensured the campaign reached diverse audiences while maintaining a consistent message: when it comes to ketchup, It Has to Be Heinz.

The results? 📈

  • Significant increases in sales and market share.

  • A Grand Prix win at the Cannes Lions Creative Effectiveness awards.

  • A revitalized connection with both loyal customers and new audiences worldwide.

At Bostonwaves, campaigns like “It Has to Be Heinz” inspire us to push boundaries for our clients. We help brands uncover insights through advanced consumer research, craft compelling stories that resonate, and execute multi-channel strategies that drive real results. Whether you're a small business or a global brand, we’re here to help you turn your vision into a success story that rivals Heinz’s.

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