HeinzUnmistakable flavour
![Heinz 1](/_next/image?url=https%3A%2F%2Freedwords.ams3.digitaloceanspaces.com%2Fimages%2F2022%2F09%2FHeinz_1.jpg&w=1536&q=75)
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.
![Heinz 3](/_next/image?url=https%3A%2F%2Freedwords.ams3.digitaloceanspaces.com%2Fimages%2F2023%2F05%2FHeinz_3.jpg&w=1536&q=75)
The story
![Heinz 5](/_next/image?url=https%3A%2F%2Freedwords.ams3.digitaloceanspaces.com%2Fimages%2F2023%2F05%2FHeinz_5.jpg&w=1536&q=75)
![Heinz 4](/_next/image?url=https%3A%2F%2Freedwords.ams3.digitaloceanspaces.com%2Fimages%2F2023%2F05%2FHeinz_4.jpg&w=1536&q=75)
![Heinz 2](/_next/image?url=https%3A%2F%2Freedwords.ams3.digitaloceanspaces.com%2Fimages%2F2023%2F05%2FHeinz_2.jpg&w=1536&q=75)
Product descriptions