Heinz's New Campaign: A Nod to Don Draper That Everyone's Talking About!

Wieden + Kennedy’s London office has once again proven its creativity with the latest Heinz campaign titled ‘Trigger the Taste’. This fresh take on the iconic ‘It has to be Heinz’ tagline cleverly substitutes Heinz for any condiment-worthy dish, showcasing its beloved products like Heinz Ketchup, Baked Beanz, and Seriously Good Mayonnaise through striking close-up visuals.

Pre-launch testing revealed that over 70% of consumers recognized Heinz as the brand behind these captivating ads. The campaign features large-scale out-of-home advertisements across major UK cities, including London, Manchester, and Edinburgh. Notably, Heinz delivery trucks and London's iconic red buses, including a special “Beanz Bus,” will carry the branding, with plans to expand into European markets such as Spain.

The creative team behind this campaign includes art director Simon Allen and copywriter Patrick Silla, with media planning managed by Carat. Creative directors Joe De Souza and Juan Sevilla emphasized that Heinz’s iconic taste fuels consumers' irrational love for the brand, which inspired this campaign. They noted, “You really can’t see ketchup without thinking about fries, or Heinz Beanz without thinking: ‘toast’. The simplicity of this insight allowed the campaign to almost write itself.”

Adland's response on LinkedIn has been overwhelmingly positive, with users praising the bold approach of minimal branding. Comments included remarks like, “Not having the logo on these has to be… bold!” and “It’s great when clients trust their agency. Nice work.” Some users even drew parallels to Don Draper’s pitch for Heinz in the show Mad Men, with one stating, “Don would’ve been proud.”

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