With the price of their products being used as benchmarks, Heinz was becoming the poster child of inflation. We desperately needed to reassert our quality and justify our price premium.

From research, we knew that the biggest driver of quality—more so than rational product claims—was taste. Therefore our brief was to double down on Heinz’s iconicity and taste leadership. 

With no brand, logo or pack, Heinz’s simple and bold ‘Trigger the Taste’ ads break the conventions of out-of-home. Each execution is completed in the mind of the consumer. The work’s messaging and brand attribution relies solely on macro photography of Heinz’s iconic products and the British public’s love of Heinz.

Philotheus Nisch’s macro photography turns Heinz products into sensory icons. A swirl of Mayo, a deep-red pool of Ketchup, heavy drips of soup—each meticulously crafted to capture the consumption moments we all know. With no packaging, just photography, instinct, and desire, this OOH distils Heinz to its essence. Simple, bold, unforgettable. When you see it, you taste it.

In a clever twist on its famous ‘It Has to Be Heinz’ tagline, the brand name has been replaced with the food that completes the pairing. Even with no brand, logo or pack, pre-testing showed over 70% of consumers still identified Heinz instantly. Proving that the anticipation Heinz creates is second nature.

“Trigger the Taste” breaks the conventions of it’s medium to prove that Heinz isn’t just a brand—it’s a reflex. Its recognition is instinctive. And when it comes to taste, there’s only one answer: It has to be Heinz.