Heinz has launched a global platform celebrating the "illogical love" people have for the brand. Five brief advertisements for the "It must be Heinz" campaign by Wieden & Kennedy New York show the unusual and occasionally unacceptable ways that people show their Heinz loyalty. This campaign marks the first time in Heinz's history that it has united under a single creative strategy. It represents a significant transformation for Kraft Heinz, aiming to surprise and satisfy consumers with inspiring brand experiences.

Cristina Kenz, International Regional Growth Officer of Kraft Heinz Company, emphasizes that the illogical love for Heinz products is a mutual sentiment. The campaign, considered the largest media investment to date, will be broadcast on television, online videos, cinema, social media, and outdoor platforms. The "It must be Heinz" campaign is currently running in the UK, US, and Canada, with plans to expand to other markets in the next six months.