Agency: Deutsch
Client: Heinz
Date: Jun 2019
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Heinz Mayonnaise’s latest social campaign parodies traditional political smear ads – but instead of smearing candidates, they’re lobbying to smear dry foods with the creaminess of Heinz. Rallying consumers with the tagline, 'Smear It with Heinz,' Heinz is calling out Tuna, BLTs, White Bread, Egg Salad, Potato Salad, Rye Bread and Roasted Turkey for their undeniable dryness, and painting a picture of the bleakness of a world without mayo.

The campaign rolls out this summer on social media, follow @HeinzKetchup_US on Twitter to watch it unfold.

Heinz Mayo has been working with Deutsch since late 2018 on strategy, creative and production efforts.


Client Credits:

Head of Brand Building, Sauces, Frozen & Meals: Jennifer Healy

Associate Director of Marketing: Dalia Adler

Senior Associate Manager: Lucia Caamano

Lead, Consumer Insights & Strategy: Anthony Jackel

Social Media Manager: Alyssa Cicero

Deutsch Credits and Titles:

Creative Credits:

Chief Creative Officer, North America: Pete Favat

Chief Creative Officer, Los Angeles Brett Craig

Chief Digital Officer, Los Angeles Pam Scheideler

EVP, Executive Creative Director: Bob Cianfrone

SVP, Creative Director: Mike Frank

SVP, Creative Director: Trevor Kuhn

Art Director: Anastasia Arten

Copywriter: Morgan Parfrey

EVP, Head of Production: Diego de la Maza

Senior Integrated Producer: Jesse Ferguson

Integrated Producer: Trevor Alexander

Senior Integrated Producer, Digital: Lindsey Najdovski

Senior Music Supervisor: Chase Butters

Music Supervisor: Dez Davis

Account Management Credits:

EVP, Group Account Director: Montse Barrena

SVP, Account Director: Josh Lybarger

Account Director: Josh Brewer

Account Supervisor: Remi Shimazu

Assistant Account Executive: Erika Sidney

Account Planning:

EVP, Head of Strategy: Kelsey Hodgkin

EVP, Group Strategy Director: Mitch Polatin

VP, Strategy Director: Morgan Aceino

Senior Digital Strategist: Gurbani Chadha

Strategist: Bekah Meyers


EVP, Head of Technology: Marc Gowland

Business Affairs/Traffic:

SVP, Director Business Affairs: Gabriela Farias

Executive Business Affairs Manager: Ken Rongey

SVP, Director of Traffic Operations: Carie Bonillo

Production Company

Production Company Name: Laundry

Executive Creative Director: Tony Liu & PJ Richardson

Director: Reza Rasoli

Managing Director: James Sweigert

Head of Production: Matt Primm

Line Producer: Cole Winokur

Producer: Dean Marchand

Editor: Justin Freedman

Colorist: Marc Van Osdale

Audio Post Company:

Production Company Name: Margarita Mix Santa Monica

Executive Producer: Whitney Morris

Executive Producer: Paula Arnett

Mixer: Jeff Levy