Heinz pulls their ‘It Ha-Ha-Has to Be Heinz’ campaign after accusations of racism

In a world where social media can turn any minor faux pas into a global fiasco, Heinz decided to play with fire—or rather, ketchup. Their latest campaign, "Heinz Smiles," aimed to capture the essence of pure, unadulterated joy that comes with devouring their iconic tomato ketchup. But, let's just say, the execution left some folks with a bit more than just ketchup on their faces.

The campaign, which would make The Joker question his cosmetic choices, featured enthusiastic Heinz fans literally wearing their love for the sauce. Imagine your typical ketchup enthusiast, but instead of just a dollop on their burger, they've got the stuff smeared from ear to ear like they're auditioning for a horror movie sequel, "The Ketchup Clown."

Now, here's where things got spicy. One particular ad, showcasing a Black man with a wide, ketchup-smeared grin, sparked a debate hotter than a ghost pepper. Critics cried foul, likening the image to blackface — a practice as outdated and distasteful as using mustard as hair gel. Was this an oversight or an edgy commentary on modern advertising's willingness to push boundaries?

Gut New York, the mastermind behind this mess, probably didn't foresee this particular flavor of controversy. They aimed for "brave creativity," but ended up with something more akin to "bravely stepping into a minefield." Lucas Bongioanni, the creative chief, might now be wondering if bravery in advertising should come with a health warning.

Meanwhile, Kraft Heinz's Hannah Winterbourne seemed optimistic, perhaps too optimistic, hoping the campaign would bring "unexpected smiles." Well, they certainly got reactions, though not all were the beaming, ketchup-covered grins they might have hoped for.

The campaign's slogan, "It Ha-Ha-Has to Be Heinz," could now double as a laugh track for this advertising blunder. It's bold, it's brash, and it's certainly memorable, but for all the wrong reasons? Maybe.

In a twist that could only happen in 2024, where every campaign risks becoming a meme or a movement, Heinz might just have inadvertently struck a chord. They've sparked conversations, alright—from kitchen tables to Twitter threads. And while some are frowning at the racial implications, others might just see it as an overstep in the name of love for a condiment.

So, was this a marketing masterstroke disguised as a ketchup conundrum, or simply a red-faced reminder that not all love should be expressed with food? Only time, and perhaps a few more ketchup-covered faces, will tell. But one thing's for sure, Heinz has indeed made us all smile, if only at the sheer audacity of it all.

The campaign has been pulled as of today.

Client: Heinz

Vice president, growth, Europe and Pacific developed markets: Andre Fernandes
Director, brand build and marketing excellence: Montse de Rojas
Brand lead, Europe and Pacific developed markets: Hannah Winterbourne
Senior brand manager, Europe and Pacific developed markets: Monika Nikolova
Agency: Gut

Founders and creative chairmen: Gastón Bigio, Anselmo Ramos
Global CEO: Andrea Díquez
Global chief strategy officer: Fernando Ribeiro
Global chief growth officer: Carmen Rodríguez
Global head of operations and culture: Agustina Garavilla
Global chief communications officer: Christine Prins
CCOs: Lucas Bongioanni, Juan Javier Peña Plaza
Managing director: Gus Marmarinos
Head of art: Rosario Muñoz Lopez
Executive creative director: Brynna Alyward
Creative directors: Brian Mekjian, Ryan McCarthy
Communications director, North America: Alie Coolidge
Associate creative directors: Alejandra Guerrero, Meghan Smart
Art director: Amanda-Rose Cabrera
Copywriter: Kianna Coley
Head of brand leadership and operations: Tristan Stevens
Account director: Carolina Foster
Management supervisor: Diana Hernandez
Head of production: Renata Neumann
Executive producer: Denisse Ramirez
Junior producer: Emma Giorelli
Director of project management: Kristy Garcia
Business affairs director: Marinet Quinones
Chief content officer: Pedro Porto
Group strategy director: Mati Candia
Cultural strategy director: Bennett Bennett
Director, Influencer Strategy: Nayri Kodazian