Is Heinz tomato ketchup happiness? Well, while creating the brand’s 150th anniversary commercial celebrating 150 years of clean plates, BBH has inadvertently (perhaps?) underlined this fact about Heinz tomato ketchup. It’s all in the production, a fun travel through history on an array of plates of food made yummier with Heinz, set to 1960s novelty song, I Like It! by the comedy duo, Mike and Bernie Winters. Watch closely and you’ll see some hidden film references to share.
It’s fun to watch. It makes you feel happy. If tomato sauce needs promotion, and it is probably finding that sweet chilli jam and sriracha are nibbling at its popularity, it does its job admirably. Certainly, Heinz could use some happiness. Kraft Heinz lost US$12.6 billion in the last quarter 2018, the largest quarterly loss in history.
BBH London creative directors, Nick Kidney & Kevin Stark, commented, “It’s a very simple idea born of a truth about the product, executed with charm and wit. It feels right for the Heinz brand.”
The anniversary campaign for Heinz, led by the 30-second TVC, will run across UK & Europe, Middle East & Africa. The ad plays on the universal insight that a clean plate is the sign of an enjoyable meal. For the main buyer in the family (and that is still the woman), clean plates mean happiness.
The $15.3m campaign was created by BBH London associate creative directors, David Lasar and Thibault Michal and directed by Dom & Nic,
The film is supported by a number of cross-channel activations, including a print and OOH campaign shot by London food photographer, Gareth Morgans. This includes more than 30 executions of single empty plates; from the metal dishes of the 1800s right the way through to the simple, undecorated plates of the modern day. The campaign will also run on social, digital and VOD, as well as an out-of-home takeover of the BFI IMAX Cinema in London’s South Bank.
Kraft Heinz EMEA VP marketing, Victoria Sjardin, commented, “Henry John Heinz set off on his extraordinary journey with the unique desire ‘to do a common thing uncommonly well.’ It’s over 150 years later, and yet at the heart of Heinz’s mission it is still focused on finding small ways to make life better and Gareth Morgans executes this imagery in honour of this.
“We are very excited about our new global ‘Clean Plates’ campaign, which is a testament to Heinz’s heritage and aims to highlight how delicious Heinz products have been helping make meals even tastier around the world and across all walks of life for 150 years.”
Agency: BBH London
Associate Creative Directors: David Lasar & Thibault Michal
Creative Director: Nick Kidney & Kevin Stark
Strategy Director: Lucian Trestler
Strategist: Melanie Eckersley
Account Director: Piers Raffo
Account Manager: Charlotte Woods
Account Executive: Adam Smith
Music Supervisor: Julz Baldwin
Music Supervision: The Most Radicalist Black Sheep Music
Content Agency: Hogarth
Group Account Director: Natalie Jalie
Senior Account Manager: Giulia Razza
Producer: Manuela Franzini
Assistant Producer: Cameron Simpson
Production Company: Outsider
Director: Dom & Nic
Executive Producer: Richard Packer
Producer: John Madsen
DoP: Tom Townend
Post Production: The Mill & Gramercy Park Studios
Editing: Ed Cheeseman @ Final Cut
Sound: Toby Griffin
Record Label: Trunk records in arrangement with Woodwork Music
Producers: Jacqui Dixon & Gregg Smyth
Photographer: Gareth Morgans
Client: Kraft Heinz
EMEA Marketing Vice President: Victoria Sjardin
EMEA Marketing Director: Kiki Jin
EMEA Senior Brand Manager: Andrea Egido