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Trigger the Taste Celebrates Beloved Heinz Matchups
Laura McQuarrie — January 30, 2025 — Marketing
References: lbbonline
Trigger the Taste is a new campaign from Heinz that puts a creative spin on the well-known It Has to Be Heinz tagline, and celebrates Britain's most beloved food pairings.
This campaign developed in partnership with Wieden + Kennedy London replaces "Heinz" in "It Has to Be Heinz" with popular pairings like baked beans, toast, fries, or bread. Even though the Heinz brand name is missing from the Trigger the Taste ads, pre-launch testing proved that over 70% of consumers identified Heinz as the brand behind the campaign.
Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz, UK+I said, “At the heart of the campaign, is the idea that certain foods are inextricably linked in our minds—and that Heinz is the perfect partner to bring out the best in them.
This campaign developed in partnership with Wieden + Kennedy London replaces "Heinz" in "It Has to Be Heinz" with popular pairings like baked beans, toast, fries, or bread. Even though the Heinz brand name is missing from the Trigger the Taste ads, pre-launch testing proved that over 70% of consumers identified Heinz as the brand behind the campaign.
Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz, UK+I said, “At the heart of the campaign, is the idea that certain foods are inextricably linked in our minds—and that Heinz is the perfect partner to bring out the best in them.
Trend Themes
1. Cross-brand Synergy Marketing - Leveraging iconic pairings within marketing campaigns can create a synergistic brand association that enhances consumer recognition and loyalty.
2. Emotional Nostalgia Alignment - Employing nostalgia-driven strategies may deeply resonate with consumers, prompting a strong emotional response and fostering brand affinity.
3. Brand-name Substitution Techniques - Using clever brand-name substitutions within advertisements can maintain brand presence while engaging consumers through creativity.
Industry Implications
1. Food & Beverage Marketing - Innovative marketing strategies focusing on nostalgia and familiar pairings can drive consumer engagement and reinforce brand recognition.
2. Advertising & Creative Agencies - The development of creative advertising partnerships can result in impactful campaigns that highlight brand values through innovative storytelling.
3. Consumer Psychology Research - Exploring how food pairings influence brand perceptions offers new insights into consumer behavior and decision-making processes.
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