Heinz was introducing its condiments range comprised of 4 sauces for the first time worldwide. And the first release was going to be in the Middle East. When thinking about the campaign, we tapped into the flavor authority that Heinz is, putting an end to bland food as we know it. The result was a campaign platform introduced with the below manifesto:

For the longest time, food was “ok”, “whatever” or just “fine”.
That is a crime.
From downing lunches
and eating “something”
to forgetting what you had for dinner.
Bland food was on the menu.
And people were placing orders.

But we humans were meant
for so much more than bland.
If taste wasn’t important,
why do we have taste buds?
10,000 of them.
Forget eating to survive.
Our receptors were meant to thrive.
Our tongues were meant to tingle!
And our mouths were destined to water.

That is why we will put an end
to the misery that is bland.
‘Ok’ will be ex-communicated.
‘Fine’ will be fined.
‘whatever’ will be waived.
And confidence in our cooking
will be re-instituted.

Heinz sauces are in charge now.
And flavor rules.

Every chicken will be checked.
Every burger must meat the standard.
No shrimp will be spared.
All fries must comply.

So, let’s pledge our allegiance
to cheesy, tingly, sweet, burger-y,
and explosive sauciness.

Let blandness be bygone.
There’s a new sauce in town.
Four actually.
And they’re giving your taste buds
a run for their receptors.
Making sure your food
will never be “Ok” again.

Because today we declare …
BLAND IS BANNED

This was turned into a 360-campaign with 4 films, Outdoor, and Social content pieces based on the “Heinz guy” who’s on a mission to ban bland food wherever it dares to exist.