How Heinz Kept Its Legacy Relevant for Younger Audiences with Its Brand Refresh

When we mention ketchup, we think of Heinz 🍅 

For over 150 years, Heinz has always kept its spot in our pantries and on our dinner tables. But to maintain its place in the spotlight, the brand needed to stay relevant with younger consumers. In the fiercely competitive world of xconsumer packaged goods (CPG), Heinz made a timely brand update to make Millennials and Gen Z remember what exactly made them so iconic.

Read on to discover the key strategies Heinz used for its successful brand refresh and how you can use it too! 👇🏻

The Need for a Brand Refresh 🧐

If we think about it, Heinz’s legacy spans almost six generations apart – this is a brand that even our great-great-grandparents trusted. However, the adults these days aren’t the same kids growing up back then. These younger consumers value authenticity and are more engaged with brands that reflect their values and interests.

Marketers are shifting focus from flashy stunts to building real brand equity. Many CPG brands, including Heinz, realized they lacked a deep understanding of their consumers. Their marketers realized that they either don’t know their audience that well, or that they got the insight wrong – they don’t know who they’re selling to anymore because they’re too focused on getting the product out. 

Heinz’s decision to refresh its brand identity shows its commitment to reconnect with its consumers and reinforce their commitment to quality. This is very important when customers aren’t only flocking to the grocery aisles to choose their next meal, but also through social media channels.

Heinz’s Brand Building Strategy for the 2020s and Beyond💃🏻

Heinz’s approach to revitalizing its brand focused on three main strategies:

1. Approaching it Digital-First 

2. Modernizing their Visual Identity

3. Keeping it Authentic

A Digital-First Strategy 🤳

Gone are the days of waiting for consumers to come to you. Now, you have to go where they are.  Naturally, when Heinz decided to give its brand a makeover, going digital was at the top of the list. By teaming up with DEPT®, Heinz launched its refreshed brand across various digital platforms, making sure that every touchpoint online was engaging and consistent. This digital-first approach was key for reaching younger audiences who live online.

The shift to digital wasn’t just about being on social media; it was understanding what resonated with Gen Z and Millennials, and making a sincere effort in building their efforts on building a community with them. 

Modernizing their Visual Identity ✨

Even a 150-year-old brand knows the power of being aesthetic. In 2020, Heinz’s visual identity got a major upgrade. The new packaging features clean lines, bright colors, and a custom typeface designed to catch the eye of younger shoppers (we bet you had to do a double-take!). While the iconic keystone shape remained, it was updated to stand out more on crowded shelves. The brand’s makeover wasn’t just label deep, but a new way of signaling their identity – this was their take on appealing to modern tastes while keeping the charm that makes your mom take them home!  

Balancing Authenticity with Modern Messaging ♥️

Despite the modern update, Heinz didn’t forget its roots. The brand tapped into nostalgia with campaigns like "It Has to Be Heinz," which celebrated its long history and ongoing presence in households. With this campaign, Heinz reminded everyone how they remained a market leader even after well over a century. 

By keeping it authentic, Heinz was able to honor their legacy while engaging their target audience. It’s exactly these kinds of campaigns that build genuine relationships with the younger generation – after all, who wouldn’t be disappointed if their favorite brand did a complete 180?

Revamping Classics for the New Generation 🧒

Heinz didn’t stop at just updating its overall identity. In 2024, they gave some of their products a fresh look to stand out among the crowd:

Mio Drops 

Heinz’s Mio Drops, the water enhancers that makes drinking water exciting, got a new look. The new packaging is bold, bright, and designed to pop on the shelves, aiming to grab the attention of those who want a little something extra to keep their day going (or also, if you hate the taste of water). With customizable options, Mio Drops lets you play “mixologist” like a pro.

Crystal Light

Crystal Light, Heinz’s low-calorie beverage mix, was refreshed to cater to the increasingly health-conscious market. The updated packaging highlights how you don’t have to compromise taste just to stay within your daily calorie intake. This approach rides on the multiple beverage rebrands aiming to break through the “healthy drinks” market – because, let’s face it, you can only convince yourself that water tastes unique for so long.

In a nutshell, Heinz’s brand refresh was a masterclass in blending timeless appeal with a fresh, modern twist. By updating its visual identity, boosting its digital presence, and giving select products a (much-needed) makeover, Heinz successfully reconnected with younger audiences without losing its iconic charm. 

Their secret sauce? Creating a unified and engaging experience across all touchpoints. From eye-catching packaging to a vibrant online presence, every aspect of Heinz’s refresh resonated with today’s consumers. It’s all about striking that perfect balance between tradition and trendiness—showing that even a classic brand can evolve and stay relevant in the ever-changing market.

Measuring the Impact

An 11% increase in year-on-year sales is nothing to scoff at. Clearly, refreshing the brand was the right move. It took some time, but Heinz unlocked another secret recipe that’ll make them stay a 150 more years in our pantries. 

You don’t need to have a legacy to achieve this success, but choosing to make the move now will kickstart yours. Read on as we reveal lessons and tools to help you connect with younger audiences more!

Key Lessons for Brands Looking to Engage Younger Audiences 🥸📝

Prioritize a Digital-First Strategy

Having a strong online presence is key to reach younger audiences. How would you know what they want if you don’t see them? Heinz’s focus on digital platforms allowed the brand to engage effectively through social media, interactive content, and targeted campaigns. Marketers should look at both long-term and short-term strategies such as influencer partnerships, user-generated content, and community building to build authentic connections with younger consumers.

Utilize Data-Driven Insights for Brand Tracking

To effectively engage any audience, brands must stay updated on what consumers want and need. Implementing AI-powered brand tracking tools can provide you the edge over your competitors in planning and executing effective marketing campaigns. Knowing your customer’s insights like the back of your hand will help you build lasting legacies, and Quno can help by monitoring key metrics such as brand awareness, sentiment analysis, and engagement rates.

How Quno Can Help Build Your Legacy

Looking to stay ahead of the curve? Quno AI has you covered. We leverage AI to deliver real-time insights into consumer sentiment and brand performance. By simulating real conversations with AI avatars and voice models, Quno AI provides fast and efficient feedback.

With Quno AI, you can track your brand’s performance over time, observe evolving trends and results, and measure the effectiveness of your marketing efforts, — faster, better, and cheaper than traditional methods.

If you’re ready to stand out and build your legacy, Quno is your go-to solution.