Heinz Canada resumes advertising

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TORONTO -- H. J. Heinz of Toronto has returned to consumer advertising after a three year absence, during which time the company focused on trade advertising. Heinz communications manager Anna Relyea says now that trade awareness has increased, the company has decided to target consumers once again.

Heinz launched a TV spot this week to promote its ketchup. Set on a futuristic mining spaceship, the heroine wakes up in a sleeping pod after a long rest and goes to the kitchen to get some food. She requests a hamburger and french fries from a holographic machine, and receives them in the form of a tablet. She attempts to request Heinz ketchup but access is denied by a force field. The spot ends with the heroine pulling the plug on the force field, retrieving the ketchup, and dipping her tablets into it. DDB Canada of Toronto created the ad.

Copyright May 1997, Crain Communications Inc.

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