Kraft Heinz Co. (KHC) is planning to run the actual ketchup ads presented to clients by the character Don Draper on the 2007-15 TV series "Mad Men," which wasset in a 1960s New York City advertising agency, reports CNBC. (See also: Kraft Ends $143B Unilever Bid, But Story Not Over.)
The three “Pass the Heinz” ads don’t show Heinz ketchup itself, prompting puzzlement from the Heinz reps. The show's genius adman Draper (portrayed by actor Jon Hamm) responds by saying, “It’s Heinz. It only means one thing … It’s a testament to ketchup that there can be no confusion.” (In the show, the Heinz people gave a thumbs-down to the idea.)
More Than Ketchup
The advertisements show food like French fries and hamburgers bare without any condiments, portraying the message they they need Heinz ketchup to be complete. Yet Heinz has highlighted in a recent online release that it is much more than a ketchup brand.
“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 the food giant. "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."
Kraft says its latest campaign will run as print ads in the New York Post and Variety, and on outdoor billboards in New York City. Heinz is throwing credit to Don Draper and his fictional ad agency, Sterling Cooper Draper Pryce, as well as its real-life ad agency, Miami-based DAVID, in producing the innovative campaign. (See also: Kraft Heinz Stock Falls Despite Q4 Beat.)