La idea de Pass the Heinz fue creada por Don Draper
Heinz decided to launch a new campaign inspired in one presented by Mad Men’s advertising agency Sterling Cooper Draper Pryce called Pass the Heinz, along with DAVID. The selection came after the agency review “because it is clever, modern and doesn’t require paragraphs of copy to convey what Heinz brings to the table” according to a press release from the food and beverage company. “We are proud to be working with our two partner agencies on this new campaign” said Nicole Kulwicki, Head of Heinz brands. “We hear from our consumers that food just doesn’t taste the same without Heinz. Whether it’s fries without Heinz ketchup or hot dogs without Heinz mustard, this campaign perfectly captures the desire for great-tasting Heinz products with America’s favorite foods.” Mad Men’s episode, To Have and to Hold -aired in 2013, but featured in the 60s-, the protagonist Don Draper presented to fictional Heinz executives the idea of showing food -cheeseburger, fries and a steak- that’s missing one thing: Heinz ketchup. However, Heinz rejected Draper’s campaign in the episode, because it felt like half an ad -They wanted to see the bottle-. “It has been 50 years in the making, but it’s as timeless today as it was when it was first presented. Don (or Mr. Draper) understood the one key thing every Heinz fan knows: Never settle for the foods you love without the great taste of Heinz” said the company. Pass the Heinz campaign will be brought to life in New York City through traditional print ads and outdoor billboards, mimicking the original Draper’s ads.
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