Heinz is elevating the Christmas table to a new level of taste and heart with ‘It’s Heinz Season’ its first-ever regional campaign created by BBDO Bangkok and BBDO Guerrero, launching simultaneously in Thailand and the Philippines.
This collaboration marks a milestone for the global iconic ketchup brand uniting two of Southeast Asia’s most creative markets under one story that captures the region’s passion for food and the emotional bond people share with Heinz.
The campaign is built on a simple but powerful insight: for true Heinz lovers, a meal especially Christmas dinner doesn’t start until Heinz arrives.
The film unfolds in a warm, festive family home on Christmas Eve. The table is beautifully set, filled with the kind of dishes that define a Southeast Asian celebration of Western taste: home-made sausages, hand-cut fries, crispy spring rolls (lumpia), grilled Filipino barbecue on sticks, fresh salad, and a home-made pizza that looks perfectly imperfect golden, and full of love.
The family holding hands to say grace. The prayer ends. But no one moves.
Not a fork lifts, not a sound of chewing. Only the faint ticking of a clock echoes through the room. Eyes dart across the table. Heads nod in silence. Something or someone is missing.
The camera slowly pans to an empty chair, teasing the audience with the mystery. Then, the doorbell rings. The family’s faces light up. They rush to the door, cheering and laughing as the older son walks in. Everyone hugs him tightly. It feels like the emotional reunion they’ve been waiting for. But then comes the reveal as the mother reaches into her son’s bag and pulls out a bottle of Heinz Ketchup.
The moment the ketchup touches the food, time seems to slow. Heinz ketchup spreads across the hand-cut fries, dripping onto grilled barbecue sticks, covering the homemade pizza, and glistening over golden spring rolls.
This marks the first collaboration between Heinz – South, South east Asia and Hong Kong, BBDO Bangkok, and BBDO Guerrero, and the first time Heinz has launched a unified through the line campaign across two Southeast Asian markets.
The work combines Thai charm and Filipino warmth with Heinz’s global aesthetic, appetizing, witty, and young-at-heart.
“Heinz is a brand with a global creative legacy, and this collaboration proves that regional storytelling can be just as powerful. By uniting the cultural truth of two foodie nations, we created a campaign that feels both proudly local and unmistakably Heinz,” said Somkiat Larptanunchaiwong, CEO of BBDO Bangkok.
“Christmas is a time of coming together. And we are delighted to have worked together with Heinz and our colleagues in BBDO Bangkok to uncover the shared cultural truth that a meal isn’t complete until everyone is there – and especially if that someone is bringing the Heinz,” added David Guerrero, chairman and chief creative officer of BBDO Guerrero.
“This campaign is a landmark for Heinz in Southeast Asia. It’s the first time we’ve united our markets with one story that truly reflects who we are globally iconic, but locally loved. Heinz has always stood for authenticity, and this Christmas, we’re showing how that love for taste brings people together,” concluded Kittinai Viputthikul, head of regional marketing, south, Southeast Asia and Hong Kong at Heinz.
True Love Waits marks the beginning of a new creative era for Heinz in Southeast Asia.
