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Pass The Heinz

basics
Industry: Food
Media:Direct Market
Market:United States
Style: Minimalism
descriptioncnen
CampaignDescription

The concept was to bring Don Draper’s idea to life. In the show, the fictional Heinz clients may not have seen his vision, but the real Heinz did. The idea was to faithfully recreate the ads proposed in the show and then seed them out in areas where Mad Men fans would find them. As 2017 marks the 10th anniversary of the show’s beginning, it was the perfect time to launch as fans become nostalgic about the show.We reached out to LionsGate and AMC to get the rights for the campaign and, for the first time, took an idea from a fictional agency and ran it in the real world, in both billboards and print ads.And while it was even more meaningful to know the reference, everyone would understand the message because a naked plate of fries isn’t the same without the great taste of Heinz ketchup.
Outcome

+ 2.6 BILLION MEDIA IMPRESSIONS+ USD $59 MILLION IN EARNED MEDIAHEINZ MOST TALKED ABOUT AD CAMPAIGN EVERHEINZ MOST EFFICIENT AD CAMPAIGN EVER4540% RETURN OF INVESTMENTTHE FIRST REVERSE PRODUCT PLACEMENT IN ADVERTISINGDON DRAPER’S MOST SUCCESSFUL AD CAMPAIGNSOURCES: ABMC, CISON, STARCOM, HEINZ U.S
Strategy

Let the viewer fill in the message for you. It was Don’s pitch to the fictional Heinz clients, a brilliant strategy to provoke the viewer to fill in themselves what was missing in the picture… Heinz Ketchup of course. Thus the prompt “Pass the Heinz” without showing the product.For us, this reinforced our new brand positioning for Heinz of “Never Settle.” It’s a position born out of Heinz’s taste superiority. The “Pass the Heinz” campaign lands the Never Settle positioning from the brand in two different levels at the same time. First, the “incomplete” ads by themselves invite people to never settle for their favourite foods without their favourite condiments. On a deeper, more meta level, for Mad Men fans, it promotes never settling on selling an idea, even if it means breaking the barriers of fiction and reality.
Synopsis

2017 marks the 10th anniversary of the award-winning drama Mad Men, a show about Advertising executive Don Draper which draws inspiration from the golden era of 1960 Advertising. In an iconic episode from season 6, the team led by Don Draper pitches a campaign idea to the Heinz clients: “Pass The Heinz.” Unfortunately for him, the fictional marketing team from the show didn’t approve the idea. Heinz is also an American icon. Heinz ketchup has been a staple of American dinner tables and backyard BBQs for generations. And that relationship has expanded across a portfolio of condiments and products. Heinz never settles on taste and our customers never settle for less than the great taste of Heinz. But despite the brand love, new competitors were putting pressure on this relationship and it was important for the Heinz message to come to the forefront again.
Relevancy

The campaign was focused on targeting Mad Men fans, those who would understand where the Ad campaign came from, and get them to engage with the idea of a fictional campaign created in the TV show finally airing in real life, so that they’d further spread the message of the brand. At it’s core, the idea was meant to generate a response from a specific target, by getting them to spread the reach of the campaign even beyond the original print and outdoor executions.
Execution

We needed to faithfully bring to life Don’ s vision for Heinz. This meant recreating the pitch boards exactly as they were in the episode. But this also meant getting approvals from LionsGate, to AMC to the show’s creator Matthew Wiener. We used 1960’s media, because online didn’t exist. So each of the three ads became billboards in New York (the home of Don Draper’s agency) as well as ads in newspapers and magazines. PR pushed the message further by utilising the show’s theme: a press release in old typewriter font, from the fictional agency Sterling Cooper Draper Pryce and the show’s creators appearing on the credits.We targeted Mad Men fans and trade publications as our main media focus, as they were the ones who amplified the message, managing to viralize it even amongst non fans of the show who were then exposed to the campaign and it’s meaning.
credit
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Other credit:Entrant Company: DAVID, Miami, USA
Advertising Agency: STERLING COOPER DRAPER PRYCE, New York, USA
Additional Company: KRAFT HEINZ COMPANY, Chicago, USA
Design Director, Carlos Lange, DAVID Miami
Strategy Director, Jon Carlaw, DAVID Miami
Head of Global Production, Veronica Beach, DAVID
Managing Director, Head of Account, Paulo Fogaça, DAVID Miami
Founders S.C.D.P., Roger Sterling, Bertram Cooper, Don Draper, Lane Pryce, Sterling Cooper Draper Pryce
Founder, Gastón Bigio, DAVID
Founder, Fernando Musa, DAVID
Strategy Director, Paul Ramirez, DAVID Miami
Group Account Director, Michelle Cobas, DAVID Miami
Vice President of Marketing, Michelle St. Jacques, Heinz
Brand Director, Nicole Kulwicki, Heinz
Brand Manager, Melissa Casey, Heinz
Executive Producer, Karin Stuckenschmidt, Domo Produções
Food Stylist, Dagmar Vesely, Domo Produções
awards
D&AD 2018
Graphite Pencil Branded Content & Entertainment
Tactical
The One Show 2018
Bronze Pencil Print & Outdoor
Ambient Media (Indoor & Outdoor) / Billboards & Transit - Campaign
Cannes Lions International Festival of Creativity 2017
Bronze Entertainment
Excellence in Partnerships for Branded Content
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Print or Outdoor
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Food & Drinks
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Sponsorship & Partnership
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