JKR Helps Introduce Heinz’s First-Ever Global Masterbrand

by Bill McCool on 06/09/2020 | 3 Minute Read

When it comes to Heinz, Jones Knowles Ritchie (JKR) has seemingly been their agency of choice for the past few years, unveiling everything from award-winning projects to limited-edition packaging celebrating the brand’s 150th birthday.

In fact, JKR’s previous work for Heinz inspired the storied brand’s new look.

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Today, JKR added another feather to their ketchup-covered cap by announcing the big reveal of Heinz's first-ever global masterbrand. The cohesive, unified identity serves as an anchor point for the iconic brand, bringing their numerous offerings across more than 20 product categories under the same tent. Now, the visual identity, logo, brand strategy, and packaging—all of which underwent a redesign—rest in a distinctive, harmonized look and brand experience.

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“We know that iconic, distinctive assets are key to enhancing the effectiveness of your brand through all channels—whether that be paid, earned, or owned. Working with JKR, we have created a cohesive set of assets that will help align the Heinz brand across all markets, uniting everyone behind the brand purpose to help deliver growth long-term,” said Vice President of Marketing for the International Zone at Kraft Heinz Victoria Sjardin in a press release.  

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The redesign quietly hit shelves in the earlier part of 2020, and according to the brand, it has resulted in an 11% average lift boost on yearly sales volume. By giving each product it’s own personality traits—along with a harmonized look across all touchpoints—they’ve updated their brand architecture and its underlying creative principles.

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“Heinz is a brand for everyone, loved by everyone,” said Jonny Spindler, Managing Director at JKR, in the same press release. “You can find it in Michelin-starred restaurants through to roadside cafes around the world. With that in mind, we wanted to create brand unification across categories, geographies, and brand experience touchpoints so that no matter how or where you experience Heinz, you’re able to celebrate its simple greatness.”

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“Our primary ambitions were to distinctively connect each element of the brand’s design ecosystem and to utilize iconic assets, like the Heinz keystone, in new and interesting ways,” added Spindler.

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