The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Creative Wieden+Kennedy Wieden + Kennedy New York

Heinz seeks to make gravy the next ketchup


By Audrey Kemp, LA Reporter

March 13, 2024 | 4 min read

The condiment brand wants consumers to hop on the gravy train year-round — not just during the holiday season.

heinz gravy campaign

Heinz proclaims 'Gravy is the New Ketchup' in its latest ad campaign / Credit: Heinz

Whether you’re pouring gravy goodness over your morning biscuits or drizzling it on your evening poutine, Heinz says it’s time to declare that ‘Gravy is the New Ketchup.’

In a new video series called ‘Gravy Hot Takes,’ the brand urges consumers to consider the sauce’s savory potential by showing off unlikely gravy pairings, from chicken nuggets to hot dogs. The videos are live across TikTok, Instagram and Pinterest.


What if gravy could be the new ketchup?

♬ original sound - heinz

“Everyone knows that Heinz gravy is a holiday must-have for everything from creamy mashed potatoes to day-old leftovers,” said Megan Lang, Heinz’s director of brand communications. “To us, it’s so much more – it’s an everyday essential with the unmistakable Heinz taste. Digging into culture showed us that fans’ irrational love for Heinz extends to our gravy offerings, but many don’t regularly rely on the product because they don’t realize how easy and versatile it can be on a daily basis. ‘Gravy is the New Ketchup’ leverages Heinz’s iconicity and role as the condiment category leader to encourage fans to use our gravy like they use our ketchup – on anything and everything.”

The campaign arrives as Heinz is poised to launch three new vegetarian gravies: new Roasted Garlic & Rosemary, Caramelized Onion & Thyme and Herbs De Provence, which will hit store shelves nationwide in May.

The campaign, created by the ad agency Wieden+Kennedy New York, goes live today across online video and social channels.

Joe Bae, senior brand strategist at Wieden+Kennedy, commented: “Heinz is an authority when it comes to everyday condiments, so who would be better suited to make the world see that gravy can be one, too. We wanted to use the iconic visual language of Heinz ketchup ads to lend gravy a little bit of that ketchup spotlight. If you already love Heinz ketchup, you’ll love Heinz gravy.”

Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Wieden+Kennedy Wieden + Kennedy New York

More from Creative

View all


Industry insights

View all
Add your own content +