“It has to be a sandwich”: this is how Heinz adapts to Spain his campaign that highlights the link with the flavor

Jane Anderson
Jane Anderson
"It has to be a sandwich": this is how Heinz adapts to Spain his campaign that highlights the link with the flavor

The hamburgers with ketchup and the sandwich with mayonnaise. It is the unwritten rule in which Heinz He has decided to rely for his new advertising campaign in Spain, with which he seeks to unleash consumers in the minds of consumers subconscious association between its brand and products and the irresistible flavor.

To do this, he has chosen to do without his name and refer to the perfect combination of food. In this way, the already emblematicor Claim “It has to be heinz” (Heinz has to be) “It has to be mouth” (It has to be Bocata) to highlight the perfect integration of the company’s mayonnaise in the traditional dish of our country.

The campaign, composed of a series of External advertising graphsit gives prominence to the brand products with the first planes of these, from the rich and velvety softness of the Heinz mayonnaise to the iconic red of the ketchup. Each image is designed to evoke memories of the unmistakable flavor of Heinz, as well as the feeling of expectation he creates.

It is the translation to our country of the campaign “Trigger The Taste”, developed next to the creative agency Wieden + Kennedy London. The creative concept is based on the idea of ​​associating Heinz to Sabor, and on its activation in the United Kingdom, not only highlighted the two condiments cited, but also other products, such as the traditional “beans” or pasta sauce. He did it with slogans like “It has toast”, “It has to be pasta” or “it to be be fries.”

From the brand they ensure in a statement that the tests carried out to the launch revealed that the connection was immediate: More than 70% of consumers identified Heinz as the brand behind the campaign.

Kétchup and hamburgers are a combination of universal food that lives for free in our minds. It is a simple but satisfactory idea that speaks in a loud voice of the great flavor and quality of Heinz, without a single logo in sight”, Commented Montse de Rojas, director of Marketing Excellence and brand development of Kraft Heinz in Europe. “And we have fun very much returning to our roots to remind people that, when it comes to a superior flavor, it has to be Heinz

For its part, from the agency they point out that the taste of Heinz is in the center of the consumer love for the brand.You really can’t see ketchup without thinking of fried potatoes; or Heinz Beanz without thinking of “toastWe loved the simplicity of this idea, and also the opportunity to play with the subconscious”, Said Joe de Souza and Juan Sevilla, creative directors of W+K London. “We didn’t need to explain it too much: the logo says it all. We love it because it shows that Heinz focuses on one thing: great flavor food. So simple

“Trigger The Taste” is already active in the main cities of the United Kingdom, such as London, Birmingham and Glasgow; and will be executed in February at underground bus stations and key places in Madrid.