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Don't Forget
the Heinz
Inspired by the Pass the Heinz campaign devised by Don Draper in Mad Men and subsequently run by The Kraft Heinz Company as real adverts, I have taken the idea a step further.
In this Don't Forget the Heinz campaign, I have dispensed with copy, opting to feature the iconic Heinz logo in its place. Since Heinz is synonymous with high-quality condiments and products such as ketchup and baked beans, merely placing sauce-coloured versions of the Heinz logo above complementary images of food such as burgers and jacket potatoes is enough for audiences to call to mind the Heinz product that should be poured onto the dish. In essence, Don't Forget the Heinz prompts viewers to embellish the image they are seeing by mentally adding the appropriate Heinz product to it, priming their tastebuds for a delicious, saucy meal. The arc-shaped Heinz logo positioned above the food functions as a visual halo, showing that adding a Heinz condiment can elevate dishes to divine levels of tastiness.
Prompting audiences to think about iconic Heinz products
I have executed this idea in two ways. one approach includes the corresponding Heinz product in the bottom right hand corner for product recognition, and the other relies merely on the brand valence of the corresponding sauce-coloured Heinz logo and its context above food to deliver the message. One option is to begin the campaign using posters featuring the sauce in the corner, then, when brand recognition is heightened, bring the campaign back without the products displayed.