They may have nixed the idea in the 1960s, but Heinz gave to an ad campaign pitched to them more than 50 years ago … in a fictional television show. The H.J. Heinz Company — Heinz, to most — renowned ketchup purveyors, has adopted a new advertising redesign taken straight from AMC’s smash hit, Mad Men.
As Adweek reports, Heinz’ upcoming “Pass the Heinz” campaign is the creation of none other than Mad Men main character and advertising executive Don Draper, in the 2013 Season 6 episode, “To Have and to Hold”.
As Adweek reports, Heinz’ upcoming “Pass the Heinz” campaign is the creation of none other than Mad Men main character and advertising executive Don Draper, in the 2013 Season 6 episode “To Have and to Hold.” Now, five fictional decades later, his vision has become a reality.
The company said the ads will run in print in Variety and the New York Post, as well as billboards throughout the Big Apple. They’re credited to the real agency representing Heinz, David Miami, and to Sterling Cooper Draper Pryce — the show’s fictional firm.
As Heinz brand head Nicole Kulwicki told Adweek:
“Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world. Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz. What we loved about the campaign is that it doesn’t require paragraphs of copy to explain it. It features mouthwatering food images, and all that’s missing is the Heinz.”
Miami David Chief Creative Officer Anselmo Ramos even joked that Draper himself had given the ad his blessing.
“We had a couple of Old Fashioneds,” Ramos told Adweek, “and he gave me the mechanicals from the original campaign.”
It’s nice to know at the ripe old age of 91, Don’s still kicking — and kicking back drinks.