Heinz Netherlands wanted to raise awareness for the importance of food waste reduction around Stop Food Waste Day, the largest single day of action in the fight against global food waste.

With the brand platform “It Has To Be Heinz”, Heinz celebrates the ‘irrational love’ of its fans by creating insight-led campaigns and authentic brand experiences.

This irrational love that fans have for the Heinz brand is also something we see in the Netherlands. We found out that people elevate the taste of their leftovers and less-preferred vegetables with a dollop of Heinz.

The goal of the campaign was to celebrate these fans who already reduce food waste with Heinz and to inspire others to start doing the same.

The campaign ran in OOH at premier hotspots in Amsterdam, including the Dam square and Central Station. Amplified by PR, tAmplified by PR, the campaign reached 4.5m media impressions, inspiring millions of people to eat their leftovers and less-preferred food by adding a dollop of Heinz, thereby helping reduce food waste.