Heinz and Gut New York Reveal Spooky Campaign Sure to Bring a Smile

Heinz is once again celebrating its fans by showcasing their passionate love for the brand in a new Halloween campaign. The “Heinz Smiles” ads, created with Gut New York, highlight how loyal Heinz fans go all out for the brand—even to the point of getting messy. Whether it’s through tattoos, weddings, or breaking dinner rules, these fans are unapologetic in their love for Heinz.

The ads feature three die-hard fans with Heinz Tomato Ketchup smeared across their faces, exaggerating their smiles to show just how much they love the taste. The message is clear: Heinz tastes so good, people can’t help but wear it with pride.

Hannah Winterbourne, Heinz’s lead for Europe and Pacific markets, explained, “We know our fans will do whatever it takes to enjoy the best-tasting ketchup, even if it leaves them with ketchup all over their faces. We’ve used this moment to create something fun and simple that taps into Heinz’s unique personality and humor, bringing smiles to people’s faces this Halloween.”

The campaign, titled “It Ha-Ha-Has to Be Heinz,” is part of the brand’s ongoing global platform, “It Has to Be Heinz,” which has helped fuel a 12% global growth for the company. Supported by Heinz’s in-house agency, The Kitchen, the campaign is designed to keep the brand in sync with cultural trends.

Lucas Bongioanni, chief creative officer at Gut New York, added, “‘Heinz Smiles’ celebrates people’s deep, sometimes messy, love for Heinz. It’s the perfect way to connect with consumers around the world and spark conversation. We’re proud to blend timeless ideas with current trends to create something impactful for such an iconic brand.