Heinz launches its first unified Southeast Asia Christmas campaign, “It’s Heinz Season,” created by BBDO Bangkok and BBDO Guerrero. Celebrating Thailand and the Philippines’ love for authentic food, the film shows that for true Heinz fans, Christmas dinner only begins when the iconic ketchup touches the table, blending warmth, humor, and festive spirit.
Heinz is bringing a new flavor of Christmas to Southeast Asia with its first unified regional campaign, “It’s Heinz Season,” created by BBDO Bangkok and BBDO Guerrero. Launching simultaneously in Thailand and the Philippines, the campaign celebrates the emotional bond people have with the iconic ketchup brand and the joy it brings to festive meals.
For food lovers in these markets, a meal is more than sustenance — it is a ritual, a source of pride, and a reason for celebration. During Christmas, when Western dishes take center stage, nothing completes the table quite like Heinz. The campaign taps into this deep-seated devotion, highlighting the playful yet serious truth that for true Heinz fans, the meal simply doesn’t start until the ketchup arrives.
The film opens on a warm Christmas Eve scene in a family home. The table is laden with lovingly prepared dishes: homemade sausages, hand-cut fries, lumpia, grilled barbecue sticks, fresh salad, and a golden, rustic pizza. The family joins hands to say grace, but when the prayer ends, no one reaches for a plate. A palpable pause hangs over the room, underscored by the ticking of a clock. Eyes dart across the table, heads nod silently, and the audience senses something is missing.
The moment of anticipation breaks with the ring of the doorbell. The family rushes to greet the older son, hugs and laughter flowing freely. But the reveal comes only when the mother pulls a bottle of Heinz Ketchup from his bag. The family’s wait was not for the son but for the ketchup itself. As the rich, thick red sauce touches the fries, barbecue, pizza, and spring rolls, time seems to slow. Plates move, laughter erupts, and glasses clink — Christmas has begun in earnest.
“It’s Heinz Season” marks the first time Heinz has executed a unified through-the-line campaign across two Southeast Asian markets, combining Thai charm and Filipino warmth with the brand’s global aesthetic. The work is witty, appetizing, and young-at-heart, reinforcing Heinz’s global legacy while celebrating local food culture.
Somkiat Larptanunchaiwong, CEO of BBDO Bangkok, said the campaign demonstrates the power of regional storytelling, uniting the cultural truths of two foodie nations in a way that feels both proudly local and unmistakably Heinz. David Guerrero, Chairman and Chief Creative Officer of BBDO Guerrero, emphasized that the campaign captures the essence of Christmas as a time of coming together — and the central role of Heinz in making a meal complete.
Kittinai Viputthikul, Head of Regional Marketing at Heinz, described the initiative as a landmark moment for the brand in Southeast Asia, reflecting its global identity while staying locally loved. The campaign, subtitled “True Love Waits,” signals a new creative era for Heinz in the region, celebrating both its iconic taste and the people who refuse to settle for anything less.
With Thailand and the Philippines leading the way, Heinz is set to elevate festive dining, turning every meal and celebration into a moment worth waiting for, proving that for true food lovers, Christmas doesn’t begin until there’s Heinz on the table.
