HEINZ puts Asian comfort food at the heart of new regional ketchup push

HEINZ is looking to reposition ketchup as a natural companion to everyday Asian dishes with a new regional campaign spanning Thailand and the Philippines, as the brand seeks to embed itself more deeply into local food culture.

Developed under the platform "Basic to bistro", the campaign marks a shift from HEINZ's traditional association with Western cuisine by focusing on familiar comfort foods already popular across the two markets. Rather than introducing new recipes, the brand is encouraging consumers to pair its tomato ketchup with dishes they already eat, positioning its signature "Red, Rich, Thick" taste as a way to elevate simple meals.

The campaign is rooted in everyday eating habits and emotional moments, with creative executions highlighting relatable occasions rather than aspirational dining experiences. HEINZ said the strategy centres on "owning" staple host foods, demonstrating how its ketchup can transform ordinary meals into more satisfying experiences.

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In Thailand, the campaign introduces "Egg has to be HEINZ," built around Kai Jeaw, the country's classic Thai omelette. The creative taps into the insight of young professionals returning home after long working days, portraying the familiar comfort dish as an even more rewarding meal when paired with HEINZ ketchup.

Meanwhile, in the Philippines, where banana ketchup has long been a household staple, HEINZ is encouraging consumers to make the switch to tomato ketchup through "Silog has to be HEINZ." The campaign focuses on Silog, the country's popular breakfast combination, presenting HEINZ as a way to make the everyday meal more flavourful and energising for consumers navigating busy daily routines.

The initiative also adapts HEINZ's longstanding "It has to be HEINZ" platform into locally relevant versions, evolving it into "Egg has to be HEINZ" and "Silog has to be HEINZ." By linking the tagline to culturally significant dishes rather than Western meals, the brand aims to make the messaging more relatable while reinforcing its ambition to become part of everyday Asian food culture.

According to HEINZ, the campaign reflects its understanding of local eating habits and demonstrates that its tomato ketchup can complement Asian fried dishes without overpowering their flavours. Beyond highlighting food pairings, the work also seeks to connect with the emotional significance consumers attach to simple, everyday meals.

The regional campaign was created by independent creative agency Shooting Stellar, with creative led by creative director Padcha Tanviruch. It was developed in collaboration with regional marketing teams across HEINZ Thailand and HEINZ Philippines.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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