These Brilliant Ads By Heinz Show How Loyal Customers Are To Their Ketchup
In today’s fast-paced world, patience at a restaurant is a gesture of affection. You endure the wait to be seated, to be served, and for your meal to arrive. And then, to wait some more?
Heinz has come up with a campaign highlighting their vital role in this scenario. No matter if you’re starving, if your meal is cooling down, or if others at your table have started eating – if you’re ready to wait, it must be for Heinz.
This campaign, titled “The Wait”, was developed in collaboration with the Chilean creative agency 1984, with Carat handling the paid media and Zeno Group managing PR in North America. The rollout features a mix of film, print, digital, and outdoor ads.
The idea draws inspiration from a worldwide survey conducted by Toluna, which involved 2,706 consumers and revealed that over two-thirds of diners would prefer to wait for their meal if it meant having ketchup, with 55% willing to wait even longer for Heinz ketchup specifically.
The prints from this campaign look outstanding – not just for their creativity but also for the photographer’s skill in capturing the “wait” at the perfect moment.
“The Wait” is a part of Heinz’s global campaign “It has to be Heinz,” bringing together its worldwide creative efforts under a single theme. Check out the campaign below.
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CREDITS
Agency – 1984
Chief Creative Officer – Felipe Mañalich
Chief Strategy Officer – Gabriel Jeffries
Creative Director – Diego Torres
Copywriter – Sebastián Elfelbein
Art Director – Felipe Alegría / María José Mansilla
Content Creator – Veronica Piña
Strategist – Sebastián Bastías
Account Director – Gema Chiappa
Project Director – Magdalena Lustig
Account Supervisor – Javiera Back
Brand – The Kraft Heinz Company
Head of Heinz Comms & Brand Build International – Thiago Rapp
Senior Heinz Comms & Brand Build Manager International – Hannah Winterbourne
CMO Hispanics – George Buneder
Brand Build & Comms South America – Andrea Hernandez
External Communications Manager International – Rosie Brierley
Production Company – Fabula
Film Director – Santiago Correa
Executive Producer – Ismael Mora
Photographer – David Calderón
Excellent photography, copywriting, and art direction by 1984 and Fabula. Share this post with a friend and voice your views in the comments below.
