It Has to Be Heinz

Heinz owns a behaviour—people wait, not substitute—while Amazon, Instagram, and Google all push marketing toward smarter budgeting, tighter exclusivity, and measurable privacy-first performance.

Author

Javier García
December 14, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Turn AI into Your Income Engine

Ready to transform artificial intelligence from a buzzword into your personal revenue generator?

HubSpot’s groundbreaking guide "200+ AI-Powered Income Ideas" is your gateway to financial innovation in the digital age.

Inside you'll discover:

  • A curated collection of 200+ profitable opportunities spanning content creation, e-commerce, gaming, and emerging digital markets—each vetted for real-world potential

  • Step-by-step implementation guides designed for beginners, making AI accessible regardless of your technical background

  • Cutting-edge strategies aligned with current market trends, ensuring your ventures stay ahead of the curve

Download your guide today and unlock a future where artificial intelligence powers your success. Your next income stream is waiting.

Best Ad of the Week

Heinz – “It Has to Be Heinz” (2025 Global Brand Campaign)

Heinz’s “It Has to Be Heinz” doubles down on a long-standing cultural truth: people don’t substitute Heinz, they wait for it. The ad shows everyday situations where patience wins. A family pauses dinner until someone returns with Heinz ketchup. A barbecue stalls mid-burger flip. A diner stares at fries, untouched, while the wrong bottle sits on the table. No explanation is given. The brand appears only at the end with one line: “Accept no substitutes.”

Key marketing lessons

• Own a behaviour, not a feature: Heinz doesn’t talk about taste or ingredients. It shows what people actually do.
• Confidence through restraint: The absence of persuasion signals market leadership. Heinz behaves like the default choice.
• Make waiting feel rational: Turning delay into loyalty reframes inconvenience as brand strength.
• Cultural insight beats novelty: The idea works because it reflects a real habit people recognise instantly.
• Simplicity scales globally: No dialogue, no localisation, no context needed. The behaviour translates everywhere.

If you want the next ad lesson from a challenger brand, a pure digital campaign, or another Spanish brand, just tell me.

Sponsored Section

Revolutionize Learning with AI-Powered Video Guides

Upgrade your organization training with engaging, interactive video content powered by Guidde.

Here’s what you’ll love about it:

1️⃣ Fast & Simple Creation: AI transforms text into video in moments.
2️⃣ Easily Editable: Update videos as fast as your processes evolve.
3️⃣ Language-Ready: Reach every learner with guides in their native tongue.

Bring your training materials to life.

The best part? The browser extension is 100% free.

Weekly Tip

Reduce Cognitive Load

If content feels hard to process, people disengage—even if it’s valuable. Make thinking easy for the reader.

• Limit the number of ideas presented at once
• Group related points into clear chunks
• Remove anything that forces extra interpretation

The easier it is to process, the more likely it is to be understood, remembered, and acted on.

Weekly Challenge

Bio Promise Test

This week, tighten the promise you make to new followers:

• Rewrite your bio headline as a clear outcome or benefit, not a description
• Keep it specific and easy to understand in one read
• Leave it live for the full week
• Track profile visits to follows to see if conversion improves

A strong promise turns curiosity into commitment.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

How was today's post?

Login or Subscribe to participate in polls.

Reply

or to participate.