Heinz North America gets literal as it attempts to show how appetizing vegetables can be with Mr. Yoshida as a topping. The affable saucemeister gets top billing as his trio of marinades is launched nationally with a TV spot from Bcom3 Group's Leo Burnett
USA, Chicago. Heinz bought the No. 11 oriental sauce brand popular on the West Coast in March of last year; the brand has achieved 90% distribution in U.S. groceries. Art director: Jim Furrh; Copywriter: Todd Lohrenz.