The goal of this campaign was to introduce a new audience to Heinz while making existing brand lovers feel confirmed in their behaviors of choosing Heinz.

My group found that consumers of Heinz are middle-aged, and they continue to choose Heinz because it is what they have always used. They are loyal to brands they grew up using.

To reintroduce a new audience while maintaining Heinz's loyal customers, the benefit of continually using Heinz had to be emphasized. Heinz's brand credibility provides the ability to capitalize on how many people love Heinz today and in the past. This idea will lead new users to feel inclined to choose Heinz.

Our big idea connects the heritage behind the Heinz brand with the current and future generations using the slogan "It Has To Be Heinz" with different additions to the slogan such as "Grandma says..." and "Our family says...".

"It Has to Be Heinz" delves into the rich history and legacy of the Heinz company. Rather than dwelling on nostalgia, it highlights the importance of blending the old and the new to overcome challenges. The focus is on Heinz today, not yesterday. The slogan encourages consumers to choose Heinz today because it has been chosen for generations.

I served as the creative strategist in this campaign. I generated the idea of using heritage and tradition throughout the campaign, and I designed the outdoor advertisements.