Heinz: Pass The Heinz [image] 2

Credits & Description:

Title: Pass The Heinz
Agency: Sterling Cooper Draper Pryce, David
Brand: The Kraft Heinz Company
Country: USA (Hispano)
Entrant Company: David, Miami
Advertising Agency: Sterling Cooper Draper Pryce, New York / David, Miami
Production Company: Domo Producoes, São Paulo
Additional Company: Kraft Heinz Company, Chicago
Copywriter: Juan Javier Peña Plaza (David)
Chief Creative Officer, Founder: Anselmo Ramos (David)
Creative Director: Russell Dodson (David Miami)
Creative Director: Antony Kalathara (David Miami)
Art Director: Ricardo Casal (David)
Design Director: Carlos Lange (David Miami)
Strategy Director: Jon Carlaw (David Miami)
Head Of Global Production: Veronica Beach (David)
Managing Director, Head Of Account: Paulo Fogaça (David Miami)
Account Supervisor: Rafael Giorgino (David Miami)
Founders S.C.D.P.: Roger Sterling, Bertram Cooper, Don Draper, Lane Pryce (Sterling Cooper Draper Pryce)
Founder: Gastón Bigio (David)
Founder: Fernando Musa (David)
Creative Director: Don Draper (Sterling Cooper Draper Pryce)
Copywriter: Matthew Weiner (Sterling Cooper Draper Pryce)
Copywriter: Erin Levy (Sterling Cooper Draper Pryce)
Art Director: Josh Weltman (Sterling Cooper Draper Pryce)
Strategy Director: Paul Ramirez (David Miami)
Group Account Director: Michelle Cobas (David Miami)
Account Director: Carlos Rangel (David Miami)
Account Supervisor: Juan Nuñez (David Miami)
Vice President Of Marketing: Michelle St. Jacques (Heinz)
Brand Director: Nicole Kulwicki (Heinz)
Brand Manager: Melissa Casey (Heinz)
Director: Felipe Alonso (Domo Produções)
Director Of Photography: Felipe Hermini (Domo Produções)
Executive Producer: Karin Stuckenschmidt (Domo Produções)
Food Stylist: Dagmar Vesely (Domo Produções)
Art Director: Lica (Domo Produções)
Synopsis:
2017 marks the 10th anniversary of the award-winning drama Mad Men, a show about Advertising executive Don Draper which draws inspiration from the golden era of 1960 Advertising. In an iconic episode from season 6, the team led by Don Draper pitches a campaign idea to the Heinz clients: “Pass The Heinz.” Unfortunately for him, the fictional marketing team from the show didn’t approve the idea. Heinz is also an American icon. Heinz ketchup has been a staple of American dinner tables and backyard BBQs for generations. And that relationship has expanded across a portfolio of condiments and products. Heinz never settles on taste and our customers never settle for less than the great taste of Heinz. But despite the brand love, new competitors were putting pressure on this relationship and it was important for the Heinz message to come to the forefront again.
Execution:
We needed to faithfully bring to life Don’ s vision for Heinz. This meant recreating the pitch boards exactly as they were in the episode. But this also meant getting approvals from LionsGate, to AMC to the show’s creator Matthew Wiener. We used 1960’s media, because online didn’t exist. So each of the three ads became billboards in New York (the home of Don Draper’s agency) as well as ads in newspapers and magazines. We pushed the message further by utilising the show’s theme: a press release in old typewriter font, from the fictional agency Sterling Cooper Draper Pryce and the show’s creators appearing on the credits.We targeted Mad Men fans and trade publications as our main media focus, as they were the ones who amplified the message, managing to viralize it even amongst non fans of the show who were then exposed to the campaign and it’s meaning.
Relevancy:
For the first time in advertising and entertainment, a campaign created in a TV show was finally airing in real life, blurring the lines of fiction and reality, and changing the way brands and content connect. At its core, the idea is a “reverse product placement”, the first of its kind where a brand leaps out of the show into the real world as opposed to paying to be inside the show. Print and outdoor executions made it real, but the goal was to get the world talking about the brand by marking a new path in its communication.
Campaign Description:
The concept was to bring Don Draper’s idea to life. In the show, the fictional Heinz clients may not have seen his vision, but the real Heinz did. The idea was to faithfully recreate the ads proposed in the show and then seed them out in areas where Mad Men fans would find them. As 2017 marks the 10th anniversary of the show’s beginning, it was the perfect time to launch as fans become nostalgic about the show.We reached out to LionsGate and AMC to get the rights for the campaign and, for the first time, took an idea from a fictional agency and ran it in the real world, in both billboards and print ads.And while it was even more meaningful to know the reference, everyone would understand the message because a naked plate of fries isn’t the same without the great taste of Heinz ketchup.
Outcome:
+ 2.6 BILLION MEDIA IMPRESSIONS+ USD $59 MILLION IN EARNED MEDIAHEINZ MOST TALKED ABOUT AD CAMPAIGN EVERHEINZ MOST EFFICIENT AD CAMPAIGN EVER4540% RETURN OF INVESTMENTTHE FIRST REVERSE PRODUCT PLACEMENT IN ADVERTISINGDON DRAPER’S MOST SUCCESSFUL AD CAMPAIGNSOURCES: ABMC, CISON, STARCOM, HEINZ U.S.
Strategy:
Let the viewer fill in the message for you. It was Don’s pitch to the fictional Heinz clients, a brilliant strategy to provoke the viewer to fill in themselves what was missing in the picture… Heinz Ketchup of course. Thus the prompt “Pass the Heinz” without showing the product.For us, this reinforced our new brand positioning for Heinz of “Never Settle.” It’s a position born out of Heinz’s taste superiority. The “Pass the Heinz” campaign lands the Never Settle positioning from the brand in two different levels at the same time. First, the “incomplete” ads by themselves invite people to never settle for their favourite foods without their favourite condiments. On a deeper, more meta level, for Mad Men fans, it promotes never settling on selling an idea, even if it means breaking the barriers of fiction and reality.