Heinz: New Tomato Ketchup Flavours

Gen Z doesn’t just want to be sold to – they want to see themselves reflected.

So how do you launch new flavours for a generation that values self-expression above everything else?

For Heinz, connecting with Gen Z meant going beyond traditional advertising. The campaign needed to show how the brand’s new flavours could become part of the passions, personalities and identities that make audiences unique, while delivering content that felt authentic, entertaining and culturally relevant.

The Challenge:

Heinz wanted to position its new flavours as a fresh way for Gen-Z consumers to express themselves, regardless of who they are or what they love. The challenge was to create an inclusive marketing campaign that would resonate with young audiences through authentic storytelling, rather than relying on traditional advertising.

What We Did:

We partnered with three diverse creators across TikTok, Instagram and Meta to bring the Heinz TK flavours to life through their own creative passions and perspectives.

From beauty and fashion content to an original song, each creator interpreted the campaign in a way that felt natural to their audience. The strategy focused on entertainment-first content, ensuring the work felt organic and culturally relevant rather than overtly branded.

To maximise reach, we amplified creator assets through a paid social campaign using interest-based targeting and influencer lookalike audiences. This helped extend the impact of the content while maintaining the authenticity that audiences expect from creator-led campaigns.

Why It Worked:

By working with a diverse mix of creators, we were able to reach a broad Gen Z audience through content that reflected different interests, identities and communities.

The campaign succeeded because it prioritised entertainment over interruption. Rather than creating content that felt like advertising, we enabled creators to tell stories in their own voices, resulting in work that audiences were more likely to engage with and share.

The result was an inclusive influencer marketing campaign that demonstrated how creator partnerships and authentic storytelling can help brands build meaningful connections with Gen Z consumers.