D&AD 2019 HEINZ BRIEF BRANDING, SOCIAL, ADS & MORE
This campaign celebrates the 150th anniversary of “It Has to Be Heinz.” The concept was inspired by the imaginative drawings children create, placing the iconic Heinz bottle at the center of their stories. The idea highlights the playful creativity and limitless possibilities that Heinz represents - because with Heinz, anything is possible.
SPECIFIC TARGET
TARGET AUDIENCEHeinz appeals to a target audience seeking nostalgia by evoking fond memories of comforting family meals, childhood lunches and timeless traditions. Their classic ketchup bottle, vintage advertising and commitment to taste and quality tap into a sense of familiarity and warmth, resonating with those who cherish the simple joys of their past while passing those traditions to the next generation.
* D&AD BRIEF is from 2019
OUR APPROACHThese childlike illustrations and cutout graphics are purposefully done to resonate these feelings of nostalgia to celebrate 150 years with Heinz. Making Heinz as the star of the show to highlight that anything is possible with Heinz.
The visual direction combines playful, handcrafted elements with the brand’s iconic red and yellow palette, creating a warm and familiar tone. This blend of nostalgia and imagination celebrates Heinz’s heritage while presenting it to a modern audience in a fresh, engaging way.
Francesco Tacchini, Graphic Design Senior Staff, Ravensbourne University London
To celebrate 150 years with Heinz.
To create graphics for this campaign.
Submitted for the D&AD awards.