Heinz celebrates ‘150 years of clean plates’ in anniversary campaign

Heinz is celebrating its 150th anniversary with a $15.2m marketing campaign focused on its most iconic product – Heinz Tomato Ketchup – and its place at meal times.

heinz 150th clean platesHeinz is celebrating its 150th anniversary with a campaign that aims to “celebrate its values” by showcasing 150 years of clean plates.

The brand will launch the $15.3m (£11.7m) campaign, created by BBH London, across the UK, Europe, the Middle East and Africa, in the second week of April. It aims to promote the role Heinz plays in making food tastier through its most iconic product, Heinz Tomato Ketchup.

“How do you know when you’ve had good food? You have a clean plate. The role Heinz plays in making food tastier and cleaning those plates is what we’re dramatising…we’re bringing that to life,” Kraft Heinz’s, marketing VP for Europe Middle East and Africa, Victoria Sjardin, tells Marketing Week.

“[The campaign is about] celebrating our values and the things we [feel are important].”

The 30-second TV spot features a range of meal times, from a late-night chicken takeaway an English breakfast in a cafe, all united by use of the same condiment, Heinz ketchup. It ends with the tagline ‘150 Years of Clean Plates’ in a bid to highlight the importance of Heinz in enjoying your meal.

Outdoor, including a takeover of the BFI IMAX cinema in Waterloo in London, and print activity features clean plates from meals spanning different time periods – including a metal dish from the 1800s right up to modern undecorated plates. Campaign activity will also run on social, digital and video-on-demand.

Heinz has been celebrating its anniversary since the beginning of the year through activity including the launch of limited edition ketchup cavier and a partnership with its original stockists Fortnum and Mason. Most recently, it collaborated with Cadbury to on Crème Egg Mayonnaise.

Commenting on what founder Henry Heinz would think of the brand today, Sjardin says: “I think he would be very proud….The campaigns and the creativity, whether it’s 57 varieties of ketchup or now caviar, he would think fondly of the creativity that we’ve shown.”

Marketing Week will be publishing an in-depth interview with Sjardin next week.