HeinzUnmistakable flavour
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.
The story
Product descriptions
