Photo credit: Instagram/heinz

Okay, so where am I?

Well, I’m working. More than ever it seems. The COVID-19 lockdown has pinned most to our homes and according to Ladders we are working three more hours a day on average. Nonetheless, I am thankful for the continued employment and remaining safe during this unprecedented pandemic. I carry a heavy heart for those lost and the 20+ million who had to file for first time unemployment benefits. Amidst all of this I must say that I am quite fortunate that my decades of work has paid off for the stakeholders I serve. All of my advertising and marketing numbers show double digit growth as we have shifted every campaign to virtual. The results have empowered other programs that will remain evergreen as we move into a new normal of conducting business.

All of this work hasn’t staved off the need to cure boredom, however. Nights that were spent going to hockey games, writing subsequent columns, and seeing family and friends need to be filled somehow right? You can only clean the house, or rearrange your man cave, or work on your great American novel so much. You need an outlet. My daughter suggested jigsaw puzzles and what a novel idea I thought. The last one I did was at a museum in Helsinki and it soaked up a lot of time and not as mind numbing as I remember.

So imagine my glee when scrolling through Instagram I saw this among all of the cooking displays, Stay-At-Home memes, and throwback sports posts:

View this post on Instagram

This might be the slowest puzzle on earth. 570 pieces. All Heinz red. Tell us who you wish you could finish this with. #heinzketchuppuzzle

A post shared by Heinz Ketchup (@heinz) on May 5, 2020 at 1:15pm PDT

Heinz has really nailed the branding and capitalized on it as of late. Everything from the Oscars Snub Campaign to the real placement of the Don Draper ads that were imagined in Mad Men to this 570-piece all red puzzle. Brilliance quite simply.

Yeah, yeah, I am sure you are thinking, “A puzzle? Brilliant?” Consider this…

Helsinki puzzle completion.

This all-red Heinz puzzle is truly limited edition. You can’t go down to your local Target and buy one along with your shaving cream and shampoo. Heinz has only made this one available through an online giveaway only. What’s more, there are only 57 puzzles to be had. Fifty-seven in honor of the 57 varieties of Heinz that’s labeled on every bottle.

To have a chance to own one of these beauties, you need to comment on the Heinz Instagram puzzle post, telling them who you want finish the puzzle with. From what I can see, some have already won, but there are some of the 57 are still available.

Brian Neumann, senior brand manager at Kraft Heinz Canada, told Clio Muse that, “Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands and puzzle popularity has skyrocketed, we wanted to help pass the time by connecting the two. We’re always looking to deliver fun, contextually relevant ways to give our consumers a smile, and this ridiculously slow, all-red Heinz ketchup puzzle seemed like the perfect fit.”

Brilliant.

Even better (for Heinz), those who do get the puzzle will engage with Heinz for hours outside of a meal, because, well, this isn’t your typical COVID-19 afternoon activity. With all 570 pieces the identical red pantone of the famous Heinz ketchup, assembling this one will take quite a while without lines to guide you or an image for reference.

Anticipation…it’s making me wait!

The post An Uncommon Cure for the COVID-19 (Boredom) appeared first on Media Guy Struggles.

Heinz Canada worked with the Rethink Toronto to put up an IMDB page but it was ultimately removed.

All this did was which further Heinz’s tongue-in-cheek outrage and generated a ton of free press. With IMDB playing right into its marketing plan, Heinz is asking its fans to look for the ketchup in movies and share them on their social feeds in exchange for free ketchup. Don’t offer a ketchup lover freebies because they will go seven extra miles to get the thick red stuff., with the promise of free ketchup for those who take part.

Take a look at the brilliance of this commercial:

This according to Brian Neumann, senior brand manager of condiments at Kraft Heinz Canada:

“Award season is an occasion that gets everyone talking. As we look to deliver more contextually relevant and timely content to our consumers, we wanted to find a way to join the conversation. Nothing speaks more to the iconic nature of Heinz Ketchup than our appearances in countless films. This felt like the perfect time to reward our fans for spotting us in their favorite movies”

Rethink Toronto’s creative director Mike Dubrick told the Clio Muse:

“Heinz is front and center in some of the biggest movies and greatest scenes of all time. It’s one of those things that once you notice it, you can’t stop seeing it. As we were looking for ways to further cement the brand’s iconic status, it just felt right. If Wilson the volleyball gets in the credits, why shouldn’t Heinz?” 

It’s true, Wilson the Volleyball does have his own IMDB page.

The campaign’s massive response from fans has been nothing short of impressive. How will it all end? Who know, but for now, I’ll have what she’s having…

CREDITS
Spot Title: Heinz On Film
Creative Director: Mike Dubrick, Nicolas Quintal
Art Director: Hayley Hinkley, Vanessa Harbec
Writer: Jacquelyn Parent, Matthieu Lacombe

The post AD OF THE WEEK/MONTH/WHATEVER: Heinz Oscars Snub appeared first on Media Guy Struggles.

Only Don Draper could write $1,000,000 checks AND have his ads run 50 years later.

Today I ask myself this definitive questions: Is is bad to be jealous of a fictional character?

Strolling through New York City—49th and 7th to be exact—revealed that Don Draper’s “Pass the Heinz” ads are running a full fifty television years later. Yes, when Mad Men’s Draper pitched an ad campaign, clients typically ate it up and then greenlit the campaigns. In the Heinz pitch, navigates through a “Got Milk?”-like set of creatives to create a craving for a product through its absence. This concept wouldn’t gather steam until the 80s. On the show the “Pass the Heinz” campaign did not impress the Ketchup Brass and they ultimately pass.

“Pass the Heinz” billboard at 49th and 7th

Fast forward fifty in years in TV times) or four years here in real Earth time…and Don Draper wins again.

Personal issues aside, Draper is some kind of advertising Demigod. I know he couldn’t keep a wife, be a decent father, or stay sober, but jeez, the guy knew advertising and how to push consumer’s buttons. Plus, he made the equivalent of $300,000 and lived on the Upper East Side of Manhattan. What a life!

In a clever press release, Heinz says it “selected the ‘Pass the Heinz’ campaign after an agency review because it is clever, modern and doesn’t require paragraphs of copy to convey what Heinz brings to the table. Whether it’s fries without Heinz ketchup or hot dogs without Heinz mustard, this campaign perfectly captures the desire for great-tasting Heinz products with America’s favorite foods,” the (real) company said.

Partly a PR stunt, the ads are officially being credited to Heinz’s current agency, David Miami, and to Draper’s fictional 1960s firm, Sterling Cooper Draper Pryce. (Draper and Mad Men creator Matthew Weiner, who approved the idea, are both listed in the credits.)

Below are the ads that are running in the New York Post and across the Heinz social media channels:

In the end, Draper took fifty years to get this campaign launched and as I watch his deft pitch, I’m reminded that I should be jealous. #DraperForever

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I mean tickets to the Golden Game? Super Bowl 50? In San Francisco? Club Level? Running elbows with the bourgeois of the world like Beyoncé, Pres. Obama, The Mannings, and Katy Perry? I mean who wouldn’t want that?

But then “$3K PER TICKET” smacked me on the brain like an errant elbow from your girlfriend who’s tossing and turning in bed after a 10-tequila-shot bender at 4a in Vegas or Monte Carlo.

Three thousand dollars? And six thousand dollars for two? Face Value? Who would pay $6,000 for Super Bowl tickets and feel good about themselves while drinking $15 beers in their plush club level seats while behemoths slam into each other while involving concussion protocols that can only truly be determined after death? I mean $1 a day helps a whole family eat three squares in Southern Sudan right?

C’mon NFL, really? Are you donating a part of this to some kind of charity? Sheesh! So right there I made my Stub Hub commitment to scalp these suckers and help out the world. Final result ended with an $8,000 donation to a local food bank.

Will I regret it? No way. It’s not like it’s a Kings-Capitals Stanley Cup Final ticket, right?

Okay, so where am I?

I’m at home waiting for my chili to finish cooking so I can have my Hebrew Nationals (a package of seven cost me $3.99, while a single hot dog at Levi’s Stadium would have run me $8.00; I think I made a good choice to sell my tickets and watch at home, don’t you think?).

Based on one of the best Super Bowl commercials (there weren’t many), I should have stuck with Heinz condiments. Heinz’s clever blend of America’s love of a dog commercial and blended it with a time-honored brand and a dash of quirk. The Heinz’s Wiener Stampede jumped from the field and into our hearts. It also proved that if you had a big hit in the 70s, then you can make money in 2016 (ala Harry Nilsson’s “Without You”).:

I think I may have stumbled on my true calling: Athlete fixer. Last year, I reached out to Seattle Seahawks’ running back Marshawn Lynch to be his media coach. Before that, I detailed how to eliminate your stage fright. This year it’s Carolina Panthers’ quarterback Cam Newton who needs a little Media Guy help. His post-game presser was a personal disaster. For a guy who makes $10 mil annually in endorsements, he sure needs a lessen in humility. His three-minute talk to the media included nine answers that were three words or less. Someone should have taken him aside before walking into that room. Where was his Jerry Maguire? Where was the Panthers’ PR person to protect their most valuable player asset? C’mon Panthers! You’re better than that!

So Cam, as I told Marshawn, next time you ready yourself to Superman into a press conference after a humbling defeat, give the Media Guy a ring…or just email me.

(BEST) AD OF THE WEEK/MONTH/WHATEVER
Anheuser-Busch

After Helen Mirren’s commercial scorned us not to drink and drive, but then winds up drinking a beer and says, “This is suppose to be fun,” Peyton Manning slipped in the most effective commercial of them all. With everyone hanging on his post-game interview, pondering if he will announce his retirement, he instead listed his top priorities right now, saying he was going to drink a lot of Budweiser.


Holy ad messaging contradiction!

(RUNNER UP) AD OF THE WEEK/MONTH/WHATEVER
Baldwin Bowl

(WORST) AD OF THE WEEK/MONTH/WHATEVER
Mountain Dew’s puppymonkeybaby

Creepy and disappointing! When that ridiculous thing hit the screen with its bad Godzilla-like stop motion CGI and started licking the guy’s face somehow inspiring him to drink the new Mountain Dew drink, I wanted to punch the television. But what do I know?

The abomination of a commercial was trending on Instagram, Twitter, and Facebook all day. The ad garnered Mountain Dew almost 70,000 mentions** Good, bad or ugly, viewers wouldn’t stop talking about this nightmare.

Dude on Twitter said it best:

*- According to Market Watch
**- According to Amobee Brand Intelligence

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