Over 50 years ago in the fictional world of Mad Men, Don Draper pitched a ketchup-less ad campaign to Heinz execs; instead of showing the product itself, the campaign featured images of foods that call out for ketchup, like French fries and a cheeseburger. Unfortunately, Draper didn’t get the account, but now the ketchup brand has decided to tap into his creative tactic with its newest ad campaign, “Pass the Heinz.”
“Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world,” Nicole Kulwicki, head of the Heinz brand, told Adweek. “Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz.”
But Heinz is giving credit where it’s due — in addition to the company’s current agency, David Miami, Draper’s fictional firm, Sterling Cooper Draper Pryce, is also acknowledged in the credits.
Three ads from the campaign are currently running, each of which will get its own billboard in New York City. The ads will also be featured across the brand’s social media channels.