Advertising Age Player
Special Report: Super Bowl
Heinz Super Bowl Ad Shows Hot Dogs Can't Live Without Ketchup
Heinz Goes To The Dogs, Or The Other Way Around, in Super Bowl Spot
Heinz condiments are preparing for a wiener stampede.
The ketchup maker's Super Bowl 50 commercial shows wiener dogs running across a field to reach the condiments they can't live without, including Heinz ketchup, mustard and a new BBQ sauce.
The brand was looking for a way to show "the irresistible taste of Heinz" and that "Heinz is more than just ketchup," said Michelle St Jacques, VP-marketing, Heinz Brands at H.J. Heinz Company
The commercial is part of a broader #MeetTheKetchups campaign, which builds on the 2015 introduction of Heinz yellow mustard to show the variety of condiments in the portfolio. Along with its famous ketchup, Heinz sells varieties such as organic and Sriracha ketchup, and now mustard and BBQ sauce, under the Heinz brand.
The dogs run to the condiments to the tune "Without You" from the 1970s.
The ad will run 30 seconds ing the third quarter. An extended 60-second cut, embedded below, gives viewers a closer look at the "family members" in the Heinz lineup. The characters, which include a variety of adult bottles and a younger ketchup packet, do not speak. The characters are set to be used throughout the year, Ms. St Jacques said.
David Miami is the creative agency on the spot.