It Has To Be Heinz

Over three years, we transformed Heinz from a condiment brand losing relevance to an undeniable cultural icon. Facing cheaper private labels, we didn’t just tell people “It Has to Be Heinz” – we proved it through a relentless series of breakthrough ideas. From exposing restaurants committing “Ketchup Fraud” to launching “Seemingly Ranch” at the speed of culture, we turned everyday fan behaviors and universal truths into campaigns – ultimately creating conversation, reclaiming the brand’s iconic status, and proving Heinz’s irreplaceability.