We’ve all been there. You’re almost done your shopping when you suddenly you see a product on the shelf that is so much better than the one you already have in your trolley. Are you really going to go all the way back to the original shelf where the product you are relegating was originally displayed? Most of us take a quick glance to make sure no one is looking, before placing on the next best shelf.
Serviceplan Cologne’s new campaign for Heinz takes this all too human moment and turns it into a hilarious brand experience with the tagline: “When you drop everything for Heinz”. In the new Heinz Mayonnaise campaign the competitor mayonnaise end up between toothpaste, fruit and baking mixes – with Heinz taking pride of place in the shopping trolley.
Andy Wyeth, Creative Managing Director Serviceplan Cologne, adds: “We are so proud to work with Heinz and to kick start our creative partnership with this campaign. This idea is such a great example of the power of an insight and I think this one in particular is relatable for most people on the planet. Every time I see a misplaced product now in the supermarket, I am reminded of Heinz. That’s how advertising should work.”
“When buying groceries, many factors decide which product ends up in the trolley and which gets dropped. With our Heinz Mayo, the decisive factor is very easy to grasp: It just tastes really good – so good that you leave all other mayonnaise brands behind,” explains Josephine Jung, Brand Manager Retail Kraft Heinz Company. “The new product campaign shows exactly this moment of decision when the spark is ignited.”
The integrated campaign will be played throughout Germany across a wide range of communication channels. It is the first major project in a series of Kraft Heinz Company investments in its mayonnaise range. The spot can be seen in various cut-downs online on the Heinz social media channels. In three major cities across Germany, it is accompanied by extensive campaign assets with giant posters and ad shells in store, OOH and at the POS. Neverest, part of the Serviceplan Group, were responsible for the agency production. Markus Miarka was the Director and Torsten Gerst Executive Producer.
Kraft Heinz Company:
Montse de Rojas / Head of Brand, Culture & Capabilities CE
Paula Marconi / CMO Continental Europe
Josephine Jung / Brand Manager CDS & Mayo GAS
Andy Wyeth / Creative Managing Director
Stefan Rehne / Creative Director Copy
Sebastian Simon / Creative Director Art
Daniel Azar / Senior Art Director
Kathy Werning / Account Director
Julia Lückerath / Senior Account Manager
Source: Serviceplan Cologne