Pass The Heinz

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Title

Pass The Heinz

Advertiser:

Heinz

Year:

2017

Source:

Clio Awards

Product Category:

Consumer Packaged Goods

OOH Format:

Outdoor

Country:

United States

Objective:

To remind people of the importance of Heinz Ketchup in a meal by capitalizing on brand awareness.

Target Group:

Ketchup consumers in New York City.

Strategy and Media Used:

Fifty years ago, in the fictional world of Mad Men TV show, Don Draper pitched a daring ad campaign to Heinz for their ketchup. The idea was to not show the product at all but only close-ups of foods that go great with ketchup (French fries, a cheeseburger, a slice of steak) with the tagline “Pass the Heinz”. At the time, Heinz didn’t buy the idea but in the real world of 2017 it did.

Heinz advertising agency saw an opportunity to capitalize on Don Drapper’s idea and decided to reproduce the ads he had created. Heinz ran the Mad Men-inspired campaign on three billboards in New York city, as well as in print magazine and newspaper.

Results:

  • 2.6 Billion media impressions
  • USD $55M earned media
  • First ever “reversed product placement” in history
  • Heinz most efficient and talked about ad campaign ever
  • 4540% ROI