In the second episode of the 6th season of Mad Men, ad man Don Draper of Sterling Cooper Draper Pryce pitches Heinz on a campaign where you never actually see the product. The ads show French fries, steak, and a hamburger with the tagline “Pass the Heinz” and your mind fills in the missing ketchup bit. Here’s the pitch (which doesn’t exactly land w/ the Heinz folks):
Now, in the real universe, the actual Heinz is running Draper’s ads.
Partly a PR stunt, partly just solid on-brand communications, the campaign is sure to delight fans of the AMC show, which in July will celebrate the 10th anniversary of its premiere. And in a nice touch, the ads are officially being credited to Heinz’s current agency, David Miami, and to Don’s fictional 1960s firm, Sterling Cooper Draper Pryce. (Draper and Mad Men creator Matthew Weiner, who approved the idea, are both listed in the credits.)
Heinz tells AdFreak that each one will get its own billboard in NYC. All three ads will also run in the New York Post, and the fries execution will run in Variety too. The ads will get support across Heinz’s social media channels as well.
See also Malcolm Gladwell on The Ketchup Conundrum.
This is a five-minute video of Andy Warhol eating a Burger King hamburger accompanied by Heinz ketchup.
The scene is part of a film done by Jorgen Leth called 66 scenes from america.
Leth had his assistant buy some burgers and directly advised him to buy some in halfway neutral packaging as Leth was afraid that Warhol might reject some brands (Warhol always had an obsession with some of his favorite brands).
So Andy Warhol finally did arrive at the studio, of course along with his bodyguards, and when he saw the selection of burgers the assistant had brought he asked “Where is the McDonald’s?” and Leth — slightly in panic — was immediately like “I thought you would maybe not like to identify…” and Warhol answered “no that is the most beautiful”. Leth offered to let his assistant quickly run to McDonald’s but Warhol refused like “No, never mind, I will take the Burger King.”
(via bon appetit)
From an old advertisement posted by James Lileks, here are some of Heinz’s 57 varieties:
1. Heinz Oven-baked Beans with Pork and Tomato Sauce
7. Heinz Cream of Green Pea Soup
14. Heinz Mock Turtle Soup
22. Heinz Peanut Butter
34. Heinz Fresh Cucumber Relish
And of course:
42. Heinz Tomato Ketchup