Heinz wants the world to know that its ketchup is all about the tomato – fresh Heinz tomatoes first. It’s so natural you could make it yourself. But why would you? Africa’s new campaign, Ketchup, but first Tomato, points out that it’s not that simple – with the added sparkle of humour and hyperbole. There’s also expertise gathered across almost 150 years and taking care of your “plantation” with the same mastery of Heinz’s specialists.

  By emphasising the tomato ketchup-making process, the campaign highlights the superior quality of the product while it also responds to the increasing consumer demand for simple ingredients.

The global campaign is running across TV, out of home, social media and PR.  

Last year, as a part of the, Ketchup, but first Tomato, campaign, Heinz launched a special and limited edition of its ketchup with a plantable label containing Heinz tomato seeds. The new film, produced by Alice Films, is now telling the world the whole story of Heinz Ketchup’s real tomatoes and simple ingredients from seed to bottle.

Credits

Client: H.J. Heinz Foods UK Limited (Heinz Ketchup)

Agency: Africa 
CCO: Sergio Gordilho
ECDs: Felipe Cury & Philippe Degen
Creative Directors: Henrique Martins & Douglas Reis 
ACD: Rafael Carvalho 
Creative Team: Bruno Antunes & Gabriel Moniz
COO: Carolina Boccia
Client Services: Heloisa Pupim & Ana Andrade
Planning: Aldo Pini & Henrique Hideki
Agency Producers: Rodrigo Ferrari, Tais Olhiara & Felipe Telles

Production Company: Alice Filmes
Director: Felipe Mansur
Producer: Wal Tamagno
DOP: Diego Robaldo
Art Directors: Andres Zarza & Marco Vinicius
Direction Assistants: Michel Lufty & Isadora Lerman 
Executive Production: Fernanda Laignier & Victor Alloza 
Executive Production Assistant: Bruna Nogueira 
Creative Assistants: Daniel Cirati, Marina Vancini, Henrique Barreto, Aline Picci & Emerson 

Production Team: Fabio Arisaka & Mayara Sandow 
Casting: Claudia Secaf & Mei Yi Ho
Costume: Marina Vieira
Location: Tatiana Setton & Beatriz Piffer
Make-up: Marcella Leme Ferreira & Camila Hayasaka