Covid-19 has certainly shown that when adland thinks it’s on a good thing it sticks to it. So it must be really annoying for McDonald’s Belgium, Heinz and their agencies to have come up with a Covid-19 ad idea that isn’t “stay home” or “we’re here for you” montage or Zoom ad and find that they’ve both produced the same idea at the same time.
Even worse for McDonald’s, Heinz nailed the brief.
Both brands have produced jigsaw puzzles, a wonderful idea to mitigate the boredom of lockdown and keep the kids out of your hair. TBWA\Belgium and McDonald’s Belgium produced a 500-piece burger jigsaw. You could probably solve it in an afternoon.
Heinz agency, Rethink, has produced the mother of all jigsaws. Its 570-piece jigsaw is red – just a canvas of red, no picture cues. It could keep the family going until – well, perhaps forever. Heinz has also released its jigsaw in 17 countries around the world. Each country has been given 57 puzzles and people pitch to win one. In Australia, they do that by sharing their most puzzling ketchup combination at @HeinzAustralia on Facebook or Instagram.
McDonald’s jigsaw may entice by making people stare at a picture of a burger. Heinz’ jigsaw plays on both its famous 57 varieties slogan and its reputation for Heinz ketchup being slow to pour, which the brand recently had fun with in its ad campaigns.
Chief Creative Officer: Aaron Starkman
Creative Director: Mike Dubrick
Art Director: Zachary Bautista
Copywriter: Geoff Baillie
Designer: Erin Maguire
Strategist: Julian Morgan
Account Management: Amy Greenspoon, Kai de Bryun Kops & Allie Kennedy
Producers: Anna Tricinci & Todd Harrison
Photographer: Alex Butt
Print Producer: Narine Artinian
Editor: Tyler Erdelac
Audio: Art Mullin @ Vapor Music
Head of Brand Build Communications & Innovation: Nina Patel
Senior Brand Manager: Brian Neumann