When you’re licking every last drop ‘It has to be Heinz’ in new campaign via TBWA\ Sydney 

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In a nation where Tomato Ketchup goes on just about everything, Heinz sought to show off the rich and delicious flavour of its universally loved condiment by extending the global ‘It has to be Heinz’ platform in Australia. As Heinz Tomato Ketchup is made with and inspires irrational love, the new campaign via TBWA\Sydney seeks to showcase the role ketchup plays in distinctly Aussie moments.

 

The campaign captures moments where Aussies find themselves unable to resist licking drops of Ketchup off anything caught in the Ketchup crossfire.

Says Michael Magee, CMO at Kraft Heinz ANZ: “We are incredibly excited to bring a truly Aussie insight to the “It has to be Heinz” platform by showing the role and driving consideration for Heinz Ketchup during uniquely Aussie consumption occasions like having a pie at the footy. This allows us to emotionally and culturally connect the audience with the brand, while bringing an authentically Aussie feel to it.”

Says Kat Alvarez-Jarratt, ECD, TBWA\Sydney: “Because Ketchup is so delicious, it’s only natural to find yourself licking that last drop of Ketchup oA something it wasn’t originally meant for. The only question is: how far is too far? A special thank you to Simon Harsent at The Pool Collective who has beautifully captured these real, human and relatable moments.”



The campaign rolls out nationally across with large format OOH in high impact placements, and creative contextualized to where consumers are in that moment, including bespoke transit in metro areas and native to platform social executions across Meta and Tiktok to capture attention.

Says Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz: “At Heinz, we are consumer obsessed and leaning into consumer insight and behaviours allows us to connect with our fans in a way that really resonates. This ad is dedicated to the sauce superfans willing to do whatever it takes for the last drop of Heinz Tomato Ketchup. We wanted to create something that speaks to our fans, and if any one of them looks at the ad and says, ‘that’s me!’ then we’ll have done what we set out to achieve. It’s also testament to our teams’ ability and willingness to move at speed to capture a moment in time, whether that’s a culturally defining moment or something that simply puts a smile on people’s face.”

When you’re licking every last drop ‘It has to be Heinz’ in new campaign via TBWA\ Sydney  When you’re licking every last drop ‘It has to be Heinz’ in new campaign via TBWA\ Sydney  When you’re licking every last drop ‘It has to be Heinz’ in new campaign via TBWA\ Sydney 

Client: Kraft Heinz ANZ
Michael Magee, Chief Marketing Officer, Asia Pacific Developed Markets
Andrea Payne, Head of Marketing, Taste Elevation
Nicola Curran, Senior Brand Manager, Taste Elevation

Agency: TBWA\Sydney
CCO – Evan Roberts
ECD – Katrina Alvarez-Jarratt
Chief Growth Officer – Nitsa Lotus
Creative Director – Stuart Tobin
Senior Copywriter – Angus Loxton
Head of Business Management – Camilla Stapley
Business Director – Hannah Ketley
Group Strategy Director – Anna Thairs
Senior Producer – Tayla Marlow

Photographer/Director: Simon Harsent
Production: The Pool Collective
Food Stylist: Jerrie Joy
Editor: Bolt
Sound: Bolt
Colourist: Elvis Colour
Online: White Chocolate
Retouching: Cream Studios
Media: Carat

Agency (‘The Last Drop’): Le Pub Brasil
Global CEO: Bruno Bertelli
Global CCO: Cristiana Boccassini
CCO & Partner: Felipe Cury
CSO & Partner: Aldo Pini
Executive Creative Directors: Greg Kickow and Alex Adati
Copywriter: Victor Sotero
Art Director: Leandro Valente
Creative Production Manager: Bruna Marchi
Creative Producer Senior: Beatriz Taka
Publicis Benelux
Global CCO: Bruno Bertelli
CCO: Eduardo Marques
Copywriters: Maarten de Maayer, Esther Van Vliet
Art Directors: Jonas Marysse, Vanden-Broucke, Steffi Boom