Ad of the Day: Heinz ketchup lovers look silly trying to get the last drop of sauce
Today’s favorite is a new print campaign put out as part of the ‘It Has to be Heinz’ brand platform, which was first unveiled last year to wide-acclaim.
LePub's ad for Heinz / LePub
Heinz has released a relatable print campaign that shows the lengths people are willing to go to just to get that last drop of ketchup while eating.
Defying social norms, each person featured allows themselves to look silly, which doubles down on how passionate red sauce lovers are. Part of the ongoing ‘It Has to be Heinz’ campaign, the ad brilliantly conveys brand loyalty while still being fun and, most importantly, unmistakably Heinz.
Over the years, Heinz has fully leaned into consumer insights within its advertising which adds an element of inclusion for a broad spectrum of people, as well as raising a smile. The crisp and colorful photos evoke a shareability aspect that is so important for brands trying to cut through. When customers look at the print campaign, they can see themselves.
The campaign comes at a time when humor in advertising is making a long-overdue comeback; this print ad does a brilliant job of communicating that Heinz doesn’t take itself too seriously but appreciates the love for its products.
Heinz is no stranger to having fun with its advertising, last month it launched the world’s first-ever ketchup insurance policy.
Credits
Le Pub Brasil
Global chief executive officer: Bruno Bertelli
Global chief creative officer: Cristiana Boccassini
Chief creative officer and partner: Felipe Cury
Chief strategy officer and partner: Aldo Pini
Executive creative director: Greg Kickow and Alex Adati
Copywriter: Victor Sotero
Art director: Leandro Valente
Publicis Benelux
Global chief creative officer: Bruno Bertelli
Chief creative officer: Eduardo Marques
Copywriter: Maarten de Maayer, Esther Van Vliet
Art director: Jonas Marysse, Vanden-Broucke, Steffi Boom
Heinz
Client team: Thiago Rapp, Georgina Fotopoulou, Hannah Winterbourne, Rosie Brierley