Heinz doesn’t want  you to feel bad for this sad tater with a face

For its 150th anniversary, the ketchup brand tells the tale of a potato who meets his match

Published On
Apr 26, 2019

Editor's Pick

To celebrate Heinz Tomato Ketchup’s 150th anniversary, the brand is telling a story of love. 

A new spot from Rethink Canada introduces us to a lonely potato—he’s so lonely that you see it on his face. As he travels from farm to kitchen to sink, his mouth seems to be in a permanent downturn—hat is, until he makes it to the plate. Sliced into french fry strips, the ends of his lips now ride upwards into a grin, as he prepares to unite with his true love—Heinz Ketchup. 

“Our aim this year was to reinforce the deep emotional connection fans have with the brand through the timeless love story between food and Heinz Ketchup,” said Nina Patel, head of brand build communications and innovation at Kraft Heinz Canada in a statement. The story “reflects the indescribable truth about Heinz, that our favorite foods just aren’t the same without it." 

The drama of the ad is heightened by its '80s track, Heart’s “What About Love." Along with the spot, Heinz will be running digital and social elements throughout the summer. 
 

About

Credits

Date
Apr 26, 2019
Client:
Heinz
Agency:
Rethink
Chief Marketing Officer:
Dana Somerville
Head of Brand Build Communications & Innovation:
Nina Patel
Brand Manager:
Brian Neumann
Creative Director:
Mike Dubrick
Creative Director:
Joel Holtby
Creative Director:
Aaron Starkman
Creative Director:
Christina Yu
Art Director:
Joel Holtby
Art Director:
Hayley Hinkley
Writer:
Mike Dubrick
Writer:
Dhaval Bhatt
Writer:
Jacquelyn Parent
Strategist:
Julian Morgan
Broadcast Producer:
Alex Butt
Production Company:
Radke
Director:
Michael Clowater
Editor:
Mark Paiva
Director of Photography:
Andre Pienaar
Line Producer:
Gill Gardner
Post Production House:
Alter Ego
On-Line:
Alter Ego
Grading:
Alter Ego
Audio House:
Vapor RMW
Group Account Director:
Amy Greenspoon
Account Director:
Kai de Bruyn Kops
Account Manager:
Sarah Shiff

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