A person eating a chip with ketchup smeared around their mouth, featuring the tagline "It ha ha has to be Heinz"

Heinz reveals sinister Halloween campaign

Heinz’s creepy seasonal ads mark the first piece of work for the brand by creative agency Gut New York

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Creative agency Gut New York has twisted Heinz ketchup smears into Halloween makeup for the brand’s new seasonal campaign, Heinz Smiles.

The new ads bring Joker energy to the table with the help of some tactically placed sauce, which turns happy diners into sinister clowns. The ads are topped with the line ‘It ha ha has to be Heinz’, a simple yet clever play on the brand platform that launched last year.

A person eating a burger with ketchup smeared around their mouth, featuring the tagline "It ha ha has to be Heinz"

“Heinz Smiles is all about amplifying people’s irrational love for Heinz within this moment in pop culture. That messy experience of having ketchup smeared across your face was the perfect way to connect with global consumers and spark conversation,” says Gut NY’s CCO, Lucas Bongioanni.

The campaign will be rolled out in multiple markets across outdoor adverts, digital, and social.

A person eating a hot dog with ketchup smeared around their mouth, featuring the tagline "It ha ha has to be Heinz"

Credits:
Agency: Gut
Founders and Creative Chairmen: Gastón Bigio, Anselmo Ramos
Global CCO: Christine Prins
CCOs: Lucas Bongioanni, Juan Javier Peña Plaza
Head of Art: Rosario Muñoz Lopez
ECD: Brynna Alyward
Creative Directors: Brian Mekjian, Ryan McCarthy
Associate Creative Directors: Alejandra Guerrero, Meghan Smart
Creatives: Amanda-Rose Cabrera, Kianna Coley
Head of Production: Renata Neumann

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