When a popular television show borrows a brand and even cooks up an advertising campaign for it, you might as well run with it.
In the fictional world of Mad Men set in the 60’s, Don Draper pitched an ad campaign to Heinz execs for the brand’s ketchup that proposed not showing the product at all.
The ads would show close-ups of foods that go well with ketchup – French fries, a cheeseburger, a slice of steak – but without any ketchup in sight.
In the show, Draper proposed the slogan “Pass the Heinz”, but Heinz rejected the idea because its marketers doubted if consumers would get the connection absent an image of a Heinz Ketchup bottle.
But now, in 2017, Heinz has given the campaign the green light, with billboards appearing in New York from yesterday.
In an official announcement, the US food company described Draper’s idea as “timeless”.