Wieden+Kennedy London
Joe De Souza, Juan Sevilla
2025
Ana Balarin, Simon Allen, Patrick Silla, Laura Simmons
Wieden+Kennedy London has launched a clever new campaign for Kraft Heinz called "Trigger the Taste". This masterbrand campaign, which rolled out nationwide on January 29, 2025, uses close-up shots of Heinz products to trigger food memories and taste associations.
Key features of the campaign:
- Focuses on Britain's favorite food pairings
- Uses high-impact visuals of Heinz products like Mayonnaise, Baked Beanz, and Tomato Ketchup
- Replaces "Heinz" in the tagline with complementary foods (e.g., "It Has to Be Chips")
- Achieved 70% brand recognition in pre-launch testing without showing the logo
The campaign is running on outdoor media in major UK cities, delivery trucks, and London buses. It's also being launched in other European markets, including Spain.
Creative Directors Joe De Souza and Juan Sevilla emphasized the campaign's simplicity, stating, "You really can't see ketchup without thinking about fries; or Heinz Beanz without thinking: 'toast'".
This innovative approach showcases W+K London's creative prowess in developing impactful campaigns for Kraft Heinz since their appointment as the creative agency for Northern Europe in 2023.