SAY HEINZ THAILAND
LIMITED COLLECTION
360 CAMPAIGN
HEINZ THAILAND
THE INSIGHT
In Thailand, HEINZ is often pronounced in many different ways, from “Hai” and “Henz” to “Hern.” Rather than seeing these mispronunciations as a brand-name problem, HEINZ recognised them as a sign of genuine familiarity.
When people adapt a global brand name into their own language, accent, and everyday conversation, it shows that the brand has earned a place in local culture. The different ways Thai fans say “HEINZ” are not mistakes to be corrected, but expressions of affection worth celebrating.
THE IDEA
HEINZ turned these uniquely Thai pronunciations into a limited-edition love letter to its fans.
Through “Say Heinz Thailand” collection, the brand created 57 limited-edition HEINZ bottles featuring the different ways Thai consumers pronounce its name. By placing fan-created pronunciations directly on its iconic label, HEINZ gave the brand back to the people who have made it part of their everyday lives.
Rather than asking consumers to say HEINZ correctly, the campaign celebrates every version of the name, proving that however Thai fans say it, it still has to be HEINZ.
THE IMPACT
2M+ THE EARNED MEDIA VALUE
2,500+ NEW FOLLOWERS WITHIN 28 DAYS
75K+ SOCIAL ENGAGEMENTS
HOW DO YOU GUYS PRONOUNCE HEINZ ?
