Kraft Heinz has launched a new national campaign for Heinz Ketchup, extending the global 'It has to be Heinz' platform to the Australian market.

The campaign, created by TBWA/Sydney, aims to showcase the role ketchup plays in distinctly Australian moments, with a focus on the irresistible urge to lick ketchup off anything it lands on.

The campaign will be rolled out across large format including Out of Home (OOH) and social media platforms such as TikTok and Meta. It captures moments where Australians find themselves unable to resist licking drops of ketchup off anything caught in the ketchup crossfire. The campaign includes large format OOH in high impact placements, bespoke transit in metro areas, and native platform social executions across Meta and TikTok.

CMO at Kraft Heinz ANZ, Michael Magee, said: "We are incredibly excited to bring a truly Aussie insight to the “It has to be Heinz” platform by showing the role and driving consideration for Heinz Ketchup during uniquely Aussie consumption occasions like having a pie at the footy. This allows us to emotionally and culturally connect the audience with the brand, while bringing an authentically Aussie feel to it."

ECD at TBWA\Sydney, Kat Alvarez-Jarratt, said: "Because Ketchup is so delicious, it’s only natural to find yourself licking that last drop of Ketchup off something it wasn’t originally meant for. The only question is: how far is too far? A special thank you to Simon Harsent at The Pool Collective who has beautifully captured these real, human and relatable moments."

Media for the campaign was handled by Dentsu's Carat, with production by The Pool Collective. The global platform was created in Brasil by Le Pub Brasil and Publicis Benelux for Heinz' 'The Last Drop' campaign.

Director of Taste Elevation and Masterbrand at Kraft Heinz, Thiago Rapp, said: "At Heinz, we are consumer obsessed and leaning into consumer insight and behaviours allows us to connect with our fans in a way that really resonates. This ad is dedicated to the sauce superfans willing to do whatever it takes for the last drop of Heinz Tomato Ketchup. We wanted to create something that speaks to our fans, and if any one of them looks at the ad and says, ‘that’s me!’ then we’ll have done what we set out to achieve. It’s also testament to our teams’ ability and willingness to move at speed to capture a moment in time, whether that’s a culturally defining moment or something that simply puts a smile on people’s face."