HEINZ Celebrates '157 Years of Being Food’s Best Friend' with Return of Glass Bottle

In celebration of its 157th year, HEINZ has launched '157 Years of Being Food’s Best Friend,' a campaign within the brand’s long-running 'It Has to be Heinz' platform. For generations, the platform has been grounded in a simple truth: fans will go to remarkable lengths for HEINZ’s taste and quality. The campaign explores the reason behind that loyalty, positioning HEINZ as the finishing touch that completes everyday food moments wherever people gather to eat.

Developed by Wieden+Kennedy New York and grounded in real fan behaviour, the fully integrated campaign drives home the brand’s iconicity by bringing to life the role HEINZ plays in consumers’ everyday lives.

For generations, people have treated HEINZ less like a condiment and more like a companion for the foods they love most. Spanning film, OOH and digital, the campaign features nine spots inspired by real truths like 'Picky Eaters' and 'Just To Be Safe,' which highlight the lengths HEINZ lovers will go for the unmistakable taste of HEINZ and how it elevates any meal. The brand is leaning into the real moments in consumers’ lives where HEINZ plays an essential role - from rescuing an over-charred burger at a summer BBQ to borrowing a bottle from the next table at a diner or grabbing extra ketchup for your stadium chicken tenders. The hero film, 'Life Of A Bottle,' which takes place in a diner, even features Willie Nelson’s 'All of Me,' serving as a nostalgic nod to the rituals that make meals feel complete.

To celebrate the brand’s milestone, HEINZ is bringing back one of its most iconic and requested assets - the glass ketchup bottle – marking the first time in nearly a decade it’s been available for purchase. From the famous bottle smack to the slow pour ads consumers grew up watching, HEINZ glass bottles are a cultural staple commonly associated with classic Americana. Featured across the campaign’s nostalgic creative, the bottles will return to shelves for a limited time, exclusively at Walmart stores nationwide while supplies last.

Daniel Gotlib, vice president marketing, HEINZ US said, “For 157 years, HEINZ has been more than a condiment – it’s been food’s best friend bringing people together and making everyday meals feel special. ‘157 Years of Being Food’s Best Friend’ celebrates that lasting connection and the unmistakable taste fans love. To mark this milestone, we’re bringing back our iconic glass bottles for the first time in a decade—giving fans new ways to share a nostalgic eating experience with the people they love and keep passing down HEINZ-made moments around the table."

Marques Gartrell, CCO, Wieden+Kennedy New York remarked, “For 157 years, Heinz has been part of the way people enjoy food. This platform was built around the small, recognisable behaviours that happen when a brand becomes part of people’s rituals and memories. Instead of trying to reinvent Heinz, the work simply pays attention to the role it already plays in everyday life and culture. Across every execution, we wanted the audience to recognise a feeling they already knew: some food moments just do not feel complete without Heinz.”

Wieden+Kennedy New York led campaign strategy and production, with paid media support from Carat and PR led by Zeno Group.