Agency: Bates Dorland | Author: Andy Bryant |
Heinz: The united nation of Dollopers, Squirters, Savers, Splashers and Suckers
The Heinz brand pitch was one of the most newsworthy of 1994. The challenging brief was to create a single campaign to support the entire Heinz brand across its wide range of products. Bates Dorland won the pitch thanks to a creative planning process that liberated a team with years of Heinz experience from predictable thinking. The secret of 'Heinzness' was unlocked with an adcept bearing colourful descriptions of Heinz eating rituals like 'dolloping', 'squirting' and 'sucking'. This adcept inspired...