Food group Heinz has launched a new campaign that “celebrates Britain’s favourite food pairings.”

‘Trigger the Taste’, devised by creative agency Wieden + Kennedy London, features close-up photographs of the UK public’s favourite Heinz products, such as baked beans and mayonnaise.

The campaign features a twist on the familiar tagline ‘It Has to Be Heinz’, replacing the word Heinz with the food item shown in the ad.

Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz UK+I, said: “At the heart of the campaign is the idea that certain foods are inextricably linked in our minds – and that Heinz is the perfect partner to bring out the best in them.

“Like Beanz on toast or soup with warm buttered bread, it’s the simplicity of ‘Trigger the Taste’ that speaks to the unrivalled taste and quality of Heinz – something we’re leaning into to solidify ourselves as the most irresistible food brand.”

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Alongside its out-of-home activations, the campaign will also feature executions on Heinz’s delivery trucks that celebrate its ketchup and baked beans products.

The campaign will be displayed in major cities across the UK including London, Manchester, Edinburgh, Newcastle, Glasgow, and Leeds. It will also launch in Europe.

“Heinz’s iconic taste is at the heart of consumers’ irrational love for the brand. And it’s what led us to the campaign idea. You really can’t see ketchup without thinking about fries; or Heinz Beanz without thinking: ‘toast’.” said Joe De Souza and Juan Sevilla, creative directors, W+K London.

“We loved the simplicity of this insight, and also the chance to play with the subconscious. We didn’t need to overexplain it – the logo says it all, and you could say the campaign pretty much wrote itself. Ultimately, we love it because it shows that Heinz is all about one thing: great-tasting food. Simple as that.”