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Without ever mentioning Heinz, these billboards and outdoor posters evoke the name by shaping burgers, fries, and hot dogs into the well-known Heinz badge. The words "It has to be" accompany the images, and you as the viewer instantly think of Heinz.
Rethink spokesperson explains: " We showed food that Heinz pairs best with in the shape of the Heinz keystone. With no additional branding, it’s a move few brands could pull off. The campaign launched in print, OOH, digital and will be going global in the near future."