Heinz Makes Ketchup the Hero of Southeast Asia’s Christmas Tables
'Tis the season to appreciate creative ad work. Heinz says Christmas can’t start without ketchup.
Heinz launched "It's Heinz Season," its first unified holiday campaign across South and Southeast Asia and Hong Kong on November 18, featuring creative work from BBDO Bangkok and BBDO Guerrero. The campaign initially rolled out in Thailand and the Philippines, positioning ketchup as essential to festive meals.
The campaign's hero film depicts a family delaying their Christmas meal until a family member arrives with Heinz Ketchup, reflecting a regional behavior pattern where 78% of Thai and Filipino households consider ketchup mandatory for holiday meals. The creative features a mix of Western and local dishes, including Filipino lumpia and barbecue sticks alongside pizza and fries.
"Heinz has always stood for authenticity, and this Christmas, we're showing how that love for taste brings people together," said Kittinai Viputthikul, Head of Regional Marketing at Heinz.
The campaign marks the first collaboration between BBDO Bangkok and BBDO Guerrero on a Heinz project. Neon Films Co., Ltd. handled production, with director Kulapat Aimmanoj leading the creative execution. Key personnel involved include Megan Lang, Lourenço Arriaga, and Felipe Augusto Deslandes.
Southeast Asian holiday campaigns increasingly blend Western traditions with local food preferences, a trend Heinz capitalized on by featuring hybrid dishes that resonate with local audiences. The campaign emphasizes food authenticity, which holds particular cultural significance in Thailand and the Philippines, where culinary traditions are a source of national pride.
Leighton Cosseboom
"Regional storytelling can be just as powerful as global campaigns," said Somkiat Larptanunchaiwong, CEO of BBDO Bangkok. David Guerrero, Chairman of BBDO Guerrero, noted that the campaign taps into "the cultural truth that a meal isn't complete without Heinz."
Similar family-focused campaigns have shown results in Southeast Asian markets. Coca-Cola's Chinese New Year family reunion advertisements drove a 31% sales increase during the 2024 Lunar New Year period, while Shangri-La Hotels' 'Family' campaign achieved a 42% engagement lift with parenting communities through family-oriented content.
The campaign represents Heinz's first coordinated through-the-line initiative across multiple Southeast Asian markets, signaling a shift toward regional rather than country-specific marketing strategies.
All creative assets feature Western-Asian fusion dishes, reflecting Christmas food trends in the region where traditional holiday meals incorporate local flavors and ingredients.
Leighton Cosseboom
Naturally, the timing aligns with fourth-quarter holiday marketing patterns across Southeast Asia, when brands typically increase spending on family-oriented campaigns. 'Tis the season to appreciate creative ad work.
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