"We were having a couple of old-fashioned cocktails with Don
Draper and he just gave us the files," joked Anselmo Ramos, chief
creative officer and founder at David.
"What we love about it is that even though Don Draper created
the 'Pass the Heinz' campaign almost 50 years ago, the
communication still really works and resonates today," said Nicole
Kulwicki, head of the Heinz brand at Kraft Heinz.
As in the show, which aired only four years ago (not 50), the
ads do not feature ketchup on the food or a bottle of the leading
ketchup brand. As Mr. Draper said during his pitch on the show,
"It's Heinz. It only means one thing."
"The creative execution itself and what we love about it is that
it really doesn't require paragraphs of copy to explain it," said
Ms. Kulwicki. "Really all that's missing is the Heinz."
The David team rewatched the episode and felt the campaign would
resonate today, Mr. Ramos said.
"This is just perfectly on brand," Mr. Ramos said of the
campaign, which was not approved by the fictional team during the
fictional show. "We finally managed to approve it."
In fact, Sterling Cooper Draper Pryce and David share creative
credits on the campaign in the creative public relations effort
around the project.
Heinz is bringing the creative work to life with billboards at
7th Ave at 49th Street, 10th Ave. and 29th St. near the entrance to
the Lincoln Tunnel and at 23rd St. and the Highline. All three
print ads will be featured in the New York Post and the fries
version is set to appear in Variety. The campaign will also play on