Heinz UK is creating an effective marketing strategy without completely changing its brand identity. The new campaign, Trigger the Taste, emphasizes the strong connection consumers have with Heinz sauces while pulling the brand's iconic logo into the backdrop.

Created by Wieden+Kennedy London, the campaign is based on the idea that certain flavors are inseparable. In the visuals, Heinz's signature products, Tomato Ketchup, Baked Beans, and Mayonnaise, are paired together with chips, toast, fries, and bread. This time, however, there are no familiar logos or a prominent brand name. Instead, there is a creative twist on Heinz's famous slogan: “It has to be Heinz” is integrated directly into the product, turning it into simple but effective messages such as "It has to be ketchup," or "It has to be beans."

Pre-launch testing showed that despite the minimalist approach, more than 70 percent of consumers immediately associated the ads with Heinz.