Don Draper's 'Pass the Heinz' ad will finally come to life in a ketchup campaign

Don Draper's 'Pass the Heinz' ad will finally come to life in the food giant's latest campaign / AMC

The real and fictional worlds of advertising are poised to collide for Heinz's latest campaign which is centred around a concept created by Mad Men character Don Draper.

The brand announced yesterday (13 March) that it "tapped" Sterling Cooper Draper Price, the fictional agency from the AMC drama, to lead its 'Pass the Heinz' creative.

The tagline was first pitched by Draper during season six of the show where he did the unthinkable and pitched an ad for ketchup without showing the product. The ad was rejected by the client, but now the three poster iterations, which feature fries, a steak and a cheeseburger, will run for real in New York via print ads and out-of-home billboards.

Though they are the brainchild of Draper, played by Jon Hamm, the posters are also being credited to Heinz's current agencies David Miami.

"We are proud to be working with our two partner agencies on this new campaign," said Nicole Kulwicki, Head of Heinz brands. "We hear from our consumers that food just doesn’t taste the same without Heinz. Whether it’s fries without Heinz ketchup or hot dogs without Heinz mustard, this campaign perfectly captures the desire for great-tasting Heinz products with America’s favorite foods."

If you're based in the US you can watch Draper's original pitch in full below, UK viewers can watch a version of the clip here.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she primarily writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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