It’s a clear sign that Halloween is just round the corner (and The Joker is about to hit cinema screens) when Heinz leans heavily into a creepy ‘smile’ creative for its latest global campaign cooked up by Gut New York.
‘Heinz Smiles’ is a sinister series of three digital, OOH and social ads which have been created in response to research revealing that the ketchup brand’s fans are unapologetic about defying dinner etiquette and getting a little messy.
The insight-led creative pays tribute to the brand’s fan base once again, putting their all-consuming, irrational acts of love on full display. After all, when you love something this much, it’s written all over your face.
“We know that when it comes to Heinz our fans will go all in to get the ‘best-tasting’ ketchup, even if it leaves them red-faced,” said Europe lead Hannah Winterbourne.
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“With this as our inspiration, we’ve hacked a cultural moment, using our distinct Heinz personality and unique sense of humour to create something simple that speaks to the great taste of Heinz, and seeks to entertain our fans along the way,” she continued.
“We can’t wait to see how fans react and hope to bring unexpected smiles to people’s faces this Halloween.”
The ads are accompanied by the words’ It Ha-Ha-Has to be Heinz’, in homage to the brand’s global brand platform ‘It Has to Be Heinz’ which launched in 2023, contributing to the brand’s 12% uplift over the past year.
The multi-territory campaign is also supported by the company’s in-house agency ‘The Kitchen’.
Gut New York chief creative officer Lucas Bongioanni said the ‘Heinz Smiles’ campaign is all about “amplifying people’s irrational love”.
“That messy experience of having ketchup smeared across your face was the perfect way to connect with global consumers and spark conversation,” he added.
“We’re proud that the first work out of Gut New York elevates such an iconic brand by blending the timeless and the timely. And we’re grateful to have brave clients who trust our team to spot these opportunities and deliver brave creativity.”
