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How many brands are bold enough to advertise without showing their logo? Anyone who has worked in advertising will can you: none.
Except for Heinz.
Heinz has launched a new campaign called "It has to be..." that does exactly that, focusing on perfect food pairings. While the well-known shape of the Heinz logo is still present, it is now filled with images of fries, toast, bread, and pasta.
It's not only outstandingly brave, and therefore cool, it proves the brand's salience.
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