Heinz: The icon that everyone wants a taste of

Heinz ketchup stands out as the undisputed king in a cluttered world of condiments.

Forget irritatingly catchy jingles or celebrity endorsements, the secret to Heinz's unparalleled brand loyalty lies in the power of its iconic design, says Rob Skelly, Creative Director at Born Ugly.

So, what is it that makes Heinz ketchup so special? 

Although taste is undeniably important, it goes beyond that. The "it has to be Heinz" campaign brilliantly highlights the iconic status of the Heinz brand. The simple, yet instantly recognisable keystone shape has become synonymous with ketchup itself, transcending the product to achieve cultural touchstone status.

The campaign doesn't just celebrate the iconic bottle' design, it also taps into the deep-rooted rituals and emotions associated with Heinz ketchup. 

It cleverly creates scenarios that we can all relate to, from the impatience of waiting at a restaurant for that essential bottle, to the attempts of licking fallen ketchup off our elbows (don’t judge).

The “Even when it isn’t Heinz, it has to be Heinz” execution perfectly highlights the real and shameful insight of brand counterfeiting, whilst flipping the emphasis to celebrate the consumer’s passion and demand for their iconic brand. Heinz understands this connection and uses humour and real world observations to celebrate it, further solidifying its place in the hearts and minds of consumers.

Where does this leave everyone else?

Not everyone can be the category leader. On the flip side, not every brand can claim to be the cheapest. So what about all the brands in the middle?

The "It has to be Heinz" campaign is the perfect case study to demonstrate the impact when a distinct brand identity and campaign go hand-in-hand. When a brand can seamlessly connect its design elements with real consumer rituals and emotions, it has a powerful resonance that is unbreakable. 

Heinz ketchup isn't just a condiment, it's a cultural touchstone and its iconic design is the key to its enduring success.