The Olympics in Paris kick off July 26, but Heinz is giving out some medals early in a campaign showcasing the underappreciated masters of ketchup.
A 30-second film by agency BETC Paris shows a woman helping a tablemate struggling to get ketchup out of a bottle. Meanwhile, a dad paints a ketchup portrait atop an omelet, which his daughter gleefully smears as he looks sad, and a woman squeezes a packet on top of fries held behind her back.
Each of these “everyday heroes” then receives a red medal emblazoned with the Heinz logo to honor their impressive skills.
“We realized there are so many passionate ketchup enthusiasts out there who deserve recognition for their unique devotion,” BETC Paris executive creative director Olivier Aumard told ADWEEK. “As leaders in the ketchup world, we felt it was our responsibility to celebrate these individuals.”
The campaign is running across digital and print in Paris.
“Our goal was to get creative and remind people that Heinz lovers can be just as dedicated as trained athletes,” Aumard said. “We want to boost brand visibility and engagement by celebrating our loyal customers in a fun and meaningful way.”
The celebration of the passion and loyalty of Heinz fans builds on the “It Has to be Heinz” global campaign the brand launched last year, which marked Kraft-Heinz’s largest media investment to date. Other ads have featured a man patiently waiting for ketchup before eating his fries and a Brit sobbing about his lost Heinz Beanz.
CREDITS
Brand: Heinz
Brand managers: Fallon Gorter, Claire Letellier, Mariasole Taiocchi
Ad agency: BETC Paris
Agency managers: Valerie Dhotel-Frances, Marie-Gabrielle El Assaad, Hugo Lesieur, Charlotte Daouiri
Executive creative directors: Alasdhair Macgregor, Olivier Aumard
Art director: Charles Dessaux
Copywriter: Olivier Mille
TV producers: Slim Trabelsi, Leslie Levy
Production company: Allso
Director: David Bertram
Sound company: O’Bahamas
