A new Heinz campaign, “Ketchup’s Got A New Mustard” is by David (The agency) and features anthropomorphic Heinz bottles interacting in ways that are all-too-human…
The new campaign is built around a 30-second spot, “Backyard BBQ,” which personifies the Heinz’s redesigned mustard as Ketchup’s new main squeeze. He brings her to a backyard barbecue and everything is going great until his ex-mustard shows up. Ketchup’s ex-mustard is less than happy about his new relationship, and he adds insult to injury when he tells his new girlfriend that she has better taste.
“For years, Heinz Ketchup has been with the wrong mustard. Well not anymore,” says the voiceover at the conclusion of the spot, followed by the tagline. While the approach highlights the reinvention of the product in an obvious way, some might think it goes a bit far in making the past version of the product (and, by extension, Heinz) look bad.
Eric Oster, Agency Spy, AdWeek
The idea that ketchup and mustard might be romantically linked is not entirely new.
(We have an earlier precedent and additional anthropomorphic Heinz spots, after the fold…)
Anthropomorphic mustard & ketchup (actually salt & pepper) via: eBay
a still photo from the “Ketchup’s Got A New Mustard” campaign by Skye Von