You read that right.
Famous ketchup brand, Heinz, is running ‘Pass the Heinz’, a campaign pitched by fictional ad agency, Sterling Cooper Draper Pryce, and created by Don Draper from the hit TV show, Mad Men.
The campaign features a series of print ads that show food best eaten with ketchup like french fries, hamburger, and steak but without the actual ketchup or a bottle of Heinz in sight. Just the catchy copy, “Pass the Heinz”.
“Heinz, a name that is synonymous with ketchup, and more recently mustard and BBQ sauce, selected the “Pass the Heinz” campaign after an agency review because it is clever, modern and doesn’t require paragraphs of copy to convey what Heinz brings to the table,” said in a press release by Heinz.
This comes 50 years after the idea was first rejected by Heinz in an episode of Mad Men saying that “it looks like half an ad” and that they still want to see the bottle.
“The “Pass the Heinz” campaign, created by Don Draper, has been 50 years in the making, but it’s as timeless today as it was when it was first presented. Don (or Mr. Draper?) understood the one key thing every Heinz fan knows: Never settle for the foods you love without the great taste of Heinz.”
The campaign is carried out with the help of a real agency, DAVID, who had to re-shoot and recreate the posters according to a report by Adweek because the original files were lost.
“We are proud to be working with our two partner agencies on this new campaign,” said Nicole Kulwicki, Head of Heinz brands. “We hear from our consumers that food just doesn’t taste the same without Heinz. Whether it’s fries without Heinz ketchup or hot dogs without Heinz mustard, this campaign perfectly captures the desire for great-tasting Heinz products with America’s favorite foods.”
The ads will appear in print ads and billboards around New York City and will be officially attributed to DAVID and Sterling Cooper Draper Pryce as its agencies.