Heinz is turning up the heat – but not too much – in its latest marketing campaign. A clear response to today’s craze for exceptionally spicy food fueled by social media challenges and shows like “Hot Ones,” Heinz is advocating for a more balanced approach. The renowned brand’s message is simple: enjoy the flavor and not just the spice.
Jacqueline Chao, Senior Brand Manager at Heinz, remarked, “Spiciness used to revolve around the blend of flavors, not just the intensity.” Heinz’s latest effort aims to satisfy those looking for both taste and a spicy kick.
To drive this message home, Heinz’s out-of-home (OOH) ads come with catchy taglines such as “Eat it for the taste, not the likes.” The campaign’s digital video content, expected to garner attention on platforms like Amazon, YouTube, and TikTok, humorously tackles the social media frenzy for ultra-spicy foods while promoting Heinz as a tasteful alternative.
The campaign, aptly named “Stupid Good, Not Stupid Spicy”, has collaborated with Starcom’s Publicis 57 for U.S. media and Zeno Group for public relations. This initiative underscores the bond between Heinz and its devoted fan base, which is built on their shared passion for exceptional flavor. This latest marketing direction aligns with Heinz’s first global brand platform, “It Has to be Heinz,” unveiled in June. Created with Wieden+Kennedy, the platform salutes Heinz enthusiasts who express their boundless affection for the brand in unique ways.
Heinz’s clever twist on the spicy food trend, emphasizing flavor over mere heat, is a refreshing stance in today’s extreme food culture. By tapping into the essence of what spice truly represents – a blend of flavors – Heinz strengthens its commitment to quality and taste, something its legacy has been built upon for the past 150 years.