Campaign: Heinz No Logo Needed
Campaign: Trigger the Taste - Heinz UK
Objective:
Heinz UK has cooked up a way to Trigger the Taste without overpowering. Its latest campaign drops the condiment empire’s iconic logo while leaning into consumers’ deep-rooted associations with its signature sauces. Created by Wieden+Kennedy London. The minimalist yet recognizable approach was tested ahead of launch, with over 70% of consumers immediately identifying Heinz as the name behind the ads.
The campaign is rolling out nationwide with prominent placements in London, Manchester, Edinburgh, Newcastle, Glasgow, and Leeds. Consumers can expect to see the campaign not just on billboards, but also on delivery trucks and London’s red buses.
Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz UK & Ireland, emphasizes that the campaign builds on the idea that certain flavors are inseparable, and Heinz is often the ingredient that completes them. The initiative also taps into the emotional connection people have with food, relying on nostalgia and tradition to reinforce Heinz’s role in British food culture.
Why it works:
Cultural and regional food scenes are some of the most engaging and eye-catching.
When your brand is so strong, the message can be recognized without the logo.
Isolating your product photo shots leaves a focused recognizable image without saying much.
