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By Amy Houston, Senior Reporter

January 24, 2024 | 3 min read

Campaign celebrates the nearly 70% of people around the world who happily hold out for condiments before digging in.

It’s got to be Heinz, right? For many people around the world, the answer is unequivocally yes.

Tapping into this, the red sauce maker has kicked off a global campaign toasting the diners who are willing to wait irrational lengths of time for their ketchup.

Launching in the USA, Canada, the UK, Chile, France, UAE and Brazil, the project draws on research from the brand that found that more than two-thirds of surveyed diners admit they’d rather wait to eat than go without ketchup – even if it means a cold meal.

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George Buneder, chief marketing officer at The Kraft Heinz Company, explained: “Nothing says ‘true love waits’ like a hungry diner willing to hold off eating until their ketchup arrives. It’s this simple, yet very real insight that inspired our latest campaign ‘The Wait.’”

“By observing real behaviors and turning insights into entertainment, we’re able to celebrate the wonderful, sometimes irrational love our fans have for Heinz. Ironically, the absence of a Heinz Tomato Ketchup bottle is what makes the ad stand out, making Heinz the absent hero of our own story.”

Titled ‘The Wait,’ the short spot is the work of the Chilean creative agency 1984. Its founder and chief creative officer, Felipe Manalich, added: “We’ve become impatient consumers and in an era where we want everything fast, waiting is actually an act of love.

“The idea started with a simple observation: in a restaurant, people wait to be seated, they wait to be attended to, they wait for their meal to arrive, all to keep waiting. Why do they wait? We did the research and Heinz was the answer.”

A woman waiting on her ketchup

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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