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Heinz speaks to millennials’ ‘adulting’ woes in animated spot


By Kendra Barnett | Senior Reporter

September 8, 2022 | 3 min read

The condiment maker taps into the nostalgia of 90s Disney films to tell young consumers that being a responsible adult is easier with its No Sugar Added Ketchup.

Heinz animated ketchup ad

Heinz makes a bid for millennial dollars in a new animated spot / Heinz

Heinz is promoting its No Sugar Added Ketchup in a playful new campaign targeted at millennials – with the simple goal of making ‘adulting’ easier.

‘Adulting’ – a now oft-derided, memeable millennial turn of phrase – can certainly be hard. Paying taxes? Learning how to cook? It’s a lot. Luckily, says the condiment purveyor, it’s easy to make a simple health-conscious decision and cut down sugar consumption by switching to Heinz No Sugar Added Ketchup.

The product claims to marry “the great taste of Heinz with sweetness from plants” while helping consumers cut down on sugar.

To promote the ketchup, Heinz is kicking off a new TV campaign this upcoming Monday, September 12, with an animated ad that pays homage to the old-school movies that many millennial-aged consumers know and love.

With a Disney-like fairy-tale motif, the musical spot follows a girl who dreamed of growing up – until she did, only to realize that it’s harder than she imagined. Keeping her succulents alive and folding her laundry is hard enough without the added pressure of eating healthy all the time. Luckily, Heinz No Sugar Added Ketchup makes things a little easier.

To further promote its No Sugar Added Ketchup, the brand is launching a range of campaign activations across social media, including interactive quizzes and simple cooking hacks that will appear on Instagram and Pinterest.

The campaign is the latest in a string of recent marketing activations from Kraft-Heinz; the brand has been busy promoting its condiments in unique ways all summer – from celebrating National Burger Day in August with a giant wedding cake made of hamburgers to investing in text-to-image machine learning algorithms to prove the market dominance of its ketchup.

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