Same flavor, across generations

This campaign for Heinz was built around a single, emotional truth: some flavors never change, because they never need to. “Same taste, all through the years” became the soul of the concept — a line that speaks not just to the consistency of Heinz, but to its presence across generations. I developed the entire visual and verbal identity using AI tools, crafting three portraits that embody the emotional spectrum of time: the joy of youth, the comfort of adulthood, and the warmth of nostalgia in old age. Each character, smiling with eyes closed, connects deeply to the taste of Heinz — not just as a condiment, but as a memory, a ritual, a trusted friend on the table. The deep red background echoes the product itself, while the expression “أكيد بيكون Heinz” ("It’s definitely Heinz") anchors the design in colloquial authenticity, familiar and confident. The campaign is a celebration of timelessness, created through modern tools but rooted in a feeling every generation understands: the taste we grow up with, stay loyal to, and pass on — unshaken, unchanging, and always welcome.