Heinz Thailand unveils ‘It Has To Be Mom’ campaign via Flash Bomber Bangkok

Heinz, the world’s most iconic sauce brand, has launched a new campaign in Thailand that redefines its role in local kitchens. Partnering with Flash Bomber Bangkok, ‘It Has To Be Mom’ marks Heinz’s first-ever cultural campaign that brings the global brand closer to Thai consumers by speaking their language of taste.

In Thailand, Heinz Ketchup is already No. 1, but the brand wanted to grow beyond ketchup and introduce its “seasoning sauce”, a category long dominated by local “Mae” brands (Mae means “Mom” in Thai)

Because in Thai culture, “Mom represents delicious.” She is the symbol of home-cooked flavor, warmth, and trust. Many of Thailand’s best-selling sauces use a “Mom” as the face of their brand, a reflection of how deeply this belief is rooted in Thai kitchens. As a foreign brand without a mom, Heinz set out to find one of its own.

The campaign began with a nationwide “Mom Wanted” poster appearing in local communities, markets, and on social media to find a real Thai mother who represents care, trust, and great cooking.

That search led to the first-ever Thai “Mom of Heinz”, whose face now appears proudly on Heinz’s seasoning sauce label across the country, turning Heinz from a global ketchup icon into a sauce that truly belongs in Thai kitchens.

Credits
Advertiser: KRAFT HEINZ (THAILAND) CO., LTD
Brand: HEINZ
Head of Regional Marketing SSEA & HK: Kittinai Viputthikul
Regional Group Product Manager SSEA & HK: Tin Htar Lwin
Agency: FLASH BOMBER
Chief Creative Officer: Thanasorn Janekankit
Creative Director: Supachai Limvutivong
Copywriter: Buris Intrasawek
Art Director: Machima Phanthaksin
General Manager: Sujira Srivarakiat
Account Manager: Nachan Neanchaleay
Project Director: Nutcha Mauthorn