Olympics ad fervour is running high, with most campaigns sticking to the road most travelled. Not BETC Paris and Heinz. Their campaign pays tribute to the virtuosos of tomato ketchup, who have been ignored for far too long with an “Olympic” medal and a spoof commercial extolling their glory.

Heinz’ celebrations of everyday heroes are also symbolic of the brand’s positioning. Heinz generates irrational love among its millions of fans, so BETC’s thinking is that the campaign is a fitting reward to celebrate the most fervent of them, where the “taste of victory” has never been so delicious.

The campaign is running in France in digital and print.

Credits:

Client: Heinz
Client Team: Fallon Gorter, Claire Letellier, Mariasole Taiocchi
Creative Agency: BETC Paris
Executive Creative Directors: Alasdhair Macgregor, Olivier Aumard
Art Director: Charles Dessaux
Copywriter: Olivier Mille
TV Producers: Slim Trabelsi, Leslie Levy
Account Management: Valerie Dhotel-Frances, Marie-Gabrielle El Assaad, Hugo Lesieur, Charlotte Daouiri

Production Company: Allso
Director: David Bertram
Sound Company: O’Bahamas