Its newest effort is a campaign spanning outdoor, print and digital ads in which foods that ketchup is commonly paired with are shaped like the brand's well-known "keystone" logo. Burgers, fries and hot dogs appear molded into the shape of the logo, together with the words: "It has to be." The word Heinz does not appear. The outdoor ads are currently running in Canada, but the campaign may also roll out to the U.S.and even globally at a later date.
Heinz's keystone logo, a registered trademark, appears on all its products and was originally inspired by Pennsylvania, the home of Heinz, being the "keystone state."
“Heinz is the originator. It’s the Ketchup,” said Daniel Gotlib, associate director, brand building and innovation at KraftHeinz. “Earlier this year, we launched the 'Draw Ketchup' campaign where we anonymously asked people to simply draw ketchup. What we saw, time and time again, was that people drew the iconic Heinz bottle.That intuitive association with the Heinz logo crystallized our approach for this campaign.”