Memorial Day marks the start of the summer season, which some might associate with a refreshment like a bottle of Corona, adorned with a slice of lime. But Heinz Ketchup co-opted that classic coupling to remind consumers there’s another perfect pairing for their barbecues—it created an image featuring its ketchup bottle, topped with a French Fry wedge.
"Beer isn’t the only icon on summer patio tables," said Mike Dubrick, partner and creative director at Rethink in a statement.
"Beer usually gets the glory, but let’s face it, patios just wouldn't be the same without Heinz," added Nina Patel, head of brand build and innovation, Kraft Heinz Company.
The "Eat Responsibly" ketchup ad ran on social media, and Corona, not surprisingly, quickly fired back with an image reminding consumers of Heinz’s source of inspiration.
The campaign was created for the Canadian market and ran in time for “May Two-four,” marking the country’s long weekend and unofficial summer kickoff. Works for the U.S., too, though.