Kraft Heinz has rolled out a campaign titled ‘Chhota Twist, Bada Dhamaka’ (small twist, big bang) to reiterate its brand purpose, ‘let’s make life delicious’.
Conceptualised by BBH India, the films bring to the fore how Heinz Tomato Twizt is a saviour, be it for leftover food or a kitchen experiment that went wrong.
The first film showcases how pakode (fritters) is an essential snack during the monsoons and how Heinz saves the day as the protagonist burns the pakode’s she was making. The second film depicts how a leftover cold pizza from the night before can be brought to its delicious taste with Heinz ketchup.
Aarti Srinivasan, executive creative director, BBH India, said, "We often see picture-perfect shots of mouth-watering food in advertising. To break the clutter, we wanted to visually show just the opposite. Enter last night's cold pizza and burnt pakoda, with the idea of how Heinz Tomato Twizt is a saviour of food gone wrong. So, to all the bad cooks out there, don't fear experimenting in the kitchen. Heinz is here to rescue."
Rafal Walendzik, MD Asia Trading, Kraft Heinz, said, "Our campaign is built on a strong consumer insight – which is ‘It’s often the small twists that make a big difference’ be it in food or life. We truly believe a small twist like adding Heinz Tomato Twizt can elevate the taste of any dish, and even be the saviour of food gone wrong or bland food."