“Ketchup” on Heinz’s first global brand platform, “It Has to be Heinz.” As we learned from YPulse’s Decoding Brand Affinity report, young consumers think brands are “innovative” when they improve on what came before them and have the willingness to try new things. Now, the iconic condiment company just released five “vignette-style commercials” as part of their “It Has to be Heinz” marketing campaign. Each video captures “Heinz-induced mania, including brand-themed tattoos and airport security escapades” to showcase the brand’s loyal customer following. The goal is for the campaign to reach as many young global audiences as possible, and will be featured across TV, social media, and even in cinemas across the U.S., U.K., Canada, and Germany. This series of quirky ads is part of the company’s efforts to keep up with the constantly evolving pace of consumer culture, driven largely by social media. (Marketing Dive)
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