Kraft Heinz is supporting Heinz’s first worldwide creative strategy under one brand platform.
“It Has to be Heinz”
With its first global creative platform, “It Has to be Heinz,” the brand focuses on consumers who express their passion for its products instead of the archetypal positioning that Heinz’s marketing strategy frequently places on its products. In addition to the U.S., UK, Canada, and Germany, other markets should be available by 2023.
Kraft During the COVID-19 pandemic, Heinz and Pepsi are developing platforms to promote indulgence and brand appreciation, emphasizing “unapologetic enjoyment” and rebranding to adopt brighter, livelier designs.