Heinz UK drops logo – zoning in on perfect food pairings.
By James Herring on Wednesday, January 29, 2025
How many brands are brave enough to go out with no logo on the ad?
‘It has to be…’ is a new campaign from Heinz UK and Wieden+Kennedy London that does just that – while zoning in on perfect food pairings.
The familiar outline of the iconic Heinz ‘frame’ is there – but makes way for fries, toast, bread and pasta.
Kudos to the brand and agency for the bold creative – proven with pre-launch testing which found 70%+ consumers recognised Heinz as the brand behind the ads.
It has to be toast..
It has to be fries…
It has to be bread…
It has to be pasta..
it has to be chips