Heinz has expanded its “It’s Heinz Season” campaign with a full OOH and DOOH rollout in Thailand and the Philippines, turning Bangkok and Manila into festive touchpoints. Urban screens, malls and point-of-sale all work together to reinforce one idea: Christmas dinner doesn’t really start until Heinz is on the table.
Screens, streets and malls: taking ‘It’s Heinz Season’ outdoors
After the debut of its first regional Christmas film in Southeast Asia, Heinz moved the story into the streets. The brand activated digital screens on busy roads, mall networks and supermarket environments, while reinforcing the same message with in-store materials and shelf presence. The hero visual— a Christmas table waiting to start until Heinz arrives— now lives in outdoor formats with warm tones, family faces and the ketchup bottle in the spotlight under the line “This Christmas, It Has To Be Heinz”.
OOH + DOOH: a strategic holiday media play
The move into OOH and DOOH is not accidental. Outdoor continues to grow as a high-impact channel, especially when paired with digital screens and retail media. Large-format visibility near supermarkets and hypermarkets keeps Heinz top-of-mind right before the purchase decision. At the same time, programmable DOOH allows flighting around peak holiday footfall, syncing with online campaigns or in-store promotions.
With global investment in OOH/DOOH projected to grow at around 7% annually toward 2029, formats like the ones used by Heinz are becoming a key complement to TV, social and e-commerce, not just a “nice to have” extension.
Regional, emotional and localized: one story, two markets
The Heinz deployment in Bangkok and Manila blends three winning ingredients. First, brand coherence: the outdoor creative mirrors the visual language of the TV spot—warm lighting, family togetherness and the iconic red bottle as the trigger that starts the meal. Second, local sensitivity: while the concept is regional, the table setting, food and atmosphere feel close to how families in Thailand and the Philippines actually celebrate Christmas. Third, channel integration: TV, digital, OOH, DOOH and point-of-sale are aligned around the same story, boosting frequency and recall.
What brands can learn from Heinz’s holiday rollout
The case offers clear lessons for mass-market brands planning seasonal campaigns. A simple insight— “the meal doesn’t start without Heinz” — can become a powerful narrative when translated into visual, emotional storytelling. Integrating outdoor media with digital and retail multiplies impact by connecting with consumers at different moments of their day: on the move, in the mall and at the shelf. And a regional strategy doesn’t mean cultural sameness; adapting visuals and context to each market is what makes the message feel genuinely local.
With “It’s Heinz Season”, the brand shows how a global icon can tap into affection, tradition and shared experience—without losing consistency—and how OOH plus DOOH can turn a festive line into a lived reality on the streets of Asia.
FAQs about this campaign
What is ‘It’s Heinz Season’ in Thailand and the Philippines?
It’s Heinz’s regional Christmas campaign that highlights how the meal doesn’t feel complete until Heinz ketchup arrives at the table, now extended outdoors in Bangkok and Manila.
Where does the Heinz OOH campaign appear?
On digital street screens, mall and supermarket displays, and in-store point-of-sale materials across key areas of Bangkok and Manila.
Why combine OOH, DOOH and point-of-sale for this campaign?
Because the mix drives both awareness and action: large formats build emotion and recall, while in-store media nudges last-minute purchase during the holiday rush.
What can other brands learn from Heinz’s ‘It’s Heinz Season’ rollout?
That a simple festive insight, amplified through coordinated OOH, DOOH, TV and retail touchpoints, can turn a product into a ritual and a brand into part of the holiday tradition.
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