Halloween has long been an invitation to use ketchup as blood. Heinz has decided it can give Halloween-ers something better – a jet-black mayonnaise made with black garlic, aka Mayo Halloween.
DAVID São Paulo has dived into the world of vintage black-and-white horror to reimagine red blood as the inky black of its new product. The campaign gets into the Halloween horror mood (and excitement) with a spooky dark, cinematic aesthetic and visual references from classic horror films. It’s intense, fun – and it has to be Heinz. Watch:
“We used the visual language of those films to shape the story up to the plot twist, ‘Think it’s ketchup?’ At that moment, the film shifts to colour, but the blood stays black. That’s the reveal: this time, the star is Mayo Halloween,” said Renato Simon, creative director at DAVID São Paulo.
“We want our limited editions to connect with meaningful cultural moments for our consumers, almost to extend the experience of those special dates through our products. As Halloween becomes increasingly significant in Brazil, it felt like the perfect occasion to introduce a flavour that’s still uncommon here, black garlic, in a context that’s playful for people and unexpected for Heinz,” added Thiago Lopes, CMO, Kraft Heinz Brazil.
Credits
Client: Kraft Heinz Brazil
Client Team: Thiago Lopes, Lariane Duarte, Thaís Correa, Bianca Gasparetto, Fernanda Rubião
Agency: DAVID São Paulo
Partner, Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Global PR Director: Sandra Azedo
Chief Creative Officer: Marie Julie Gerbauld
Executive Creative Director: João Gandara
Creative Director: Renato Simon
Creative Team: Rafael Teixeira, Filippe Pacheco, Pedro Gattringer
Account team: Tom Gil, Cacá Franklin, Karen Sousa, Fernanda Feldmann, Marco Antonio Venturini, Rafaela Villa Real
Editor: Victor Folha
Strategy: Carolina Silva, Rafael Prieto, Julia Smidt
Media: Marcia Mendonça, Katherin Avancini, Brenda Cunha, Natalia Almeida
Production Team: Fernanda Peixoto, Mariana Marinho, Amanda dos Santos
Data Intelligence: Fabio Ribeiro, Nathani Mota
Social Media Agency: Jotacom
Production Company: Balma Films
Director: Luiz Whately
Executive Director: Thiago Balma
Sound Production: Carbono Sound Lab
