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Campaign for New Ketchup Bottle Features Hit Song Used in '70s Ads

By Published on .

NEW YORK (AdAge.com) -- H.J. Heinz Co., Pittsburgh, hopes to boost "anticipation" for its new Heinz Easy Squeeze upside-down ketchup bottles with a teaser campaign featuring the Carly Simon hit "Anticipation" the marketer first used in its advertising in the 1970s.

The effort, which breaks Sept. 15 from Bcom3 Group's Leo Burnett USA, Chicago, includes two spots, one featuring a man on a couch waiting for his ketchup to eke slowly out of an old-style glass bottle, and one featuring a woman doing the same, while the song plays in the background.

The commercials make no mention of the new packaging, which will be featured in a follow-up TV campaign that begins Sept. 28.

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