HeinzUnmistakable flavour

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Everyone knows Heinz. No other ketchup or baked bean will do. Even so, the masterbrand had never had a defined tone of voice. We changed that.

Without a defined masterbrand tone of voice, Heinz’s unique flavour was getting diluted. They approached us to replace that fuzziness and inconsistency with an authentic overarching voice.

Warm, witty, welcoming – that’s the sound of a tea time favourite. We captured the essence of Heinz in clear guidelines. Practical enough to give everyone in the company – and its many agencies – an actionable toolkit. Versatile enough to apply to everything from packaging to social to advertising to PR.

Since then, we’ve continued to work with Heinz on a range of naming, messaging and writing projects around individual products and categories.

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The story of Heinz

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Product descriptions