Heinz + Shooting Stellar turn mispronunciations into a limited-edition love letter to Thai Fans

Instead of correcting Thai fans for saying “Hai,” “Henz,” or “Hern,” Heinz chose to celebrate every mispronunciation. Created by Shooting Stellar, the campaign transforms unique pronunciations of the Heinz brand into 57 one-of-a-kind bottles, proving brand love comes in many accents.

For over 150 years, Heinz has stood by a simple truth: It Has To Be Heinz.

In Thailand, the brand discovered a playful twist to this global positioning. When Heinz asked locals, “How do you Say Heinz?”, thousands replied with their own versions, from Hai and Henz to He-in, Hei, Hye, Hi, and even Hern.

What could have been dismissed as mistakes elsewhere became a cultural celebration. Rather than correcting people to say “Hines,” Heinz embraced every pronunciation and accents as a powerful sign of love.

Heinz has partnered with Shooting Stellar to create a witty and sincere campaign with the creative centerpiece, the Say Heinz Thailand Limited Collection, only 57 bottles in the world, each reimagining the iconic Heinz wordmark with real Thai pronunciations. For the first time in its history, the legendary label wasn’t designed by marketers but by the people.

These unique names became badges of honor, turning mispronunciations into official, collectible symbols of inclusivity and connection. By literally putting fans’ voices on the bottle, Heinz transformed a viral local insight into a global case study in inclusive marketing and cultural relevance.

“Every mispronunciation is proof of love. Instead of seeing it as a mistake, we saw it as a cultural gift. Because in Thailand, no matter how you say it, Heinz is always the sauce on the table.”

Because while Thais may call it differently, when it comes to ketchup, they always choose one: It Has To Be Heinz.

Fans can now enter to win the ‘Say Heinz Thailand Limited Collection’ from September 12 to 20, 2025.

Credits
Client: Heinz Thailand
Agency: Shooting Stellar
Creative Director: Padcha Tanviruch
Art Director: Chanikan Ngearndee
Copywriter: Lacksanapatr Sirichaijumnong
Content Creator: Nonthaphat Phattanasetsakul
Managing Director: Pemika Thiravanitkul
Account Management: Nattapong Kaewsangunsak, Thanahndha Khetkoodisichath, Rada Aswadetmathakul
Head of Media: Pemika Thiravanitkul
Media Planner: Patcharawan Phunyaphiwat
Media Buyer Manager: Sumetad Dulyachinda
Media Buyer & Influencer Coordinator: Sasima Kallapapong, Riddech Sriteantong
Public Relations: Jarunan Pimsanoh
Producer: Tonnam Kamonpet
Photographer: Wiyada phankrut
Production House: Filygrace House