Kraft-Heinz: Pass The Heinz

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

Advertiser: Kraft HeinzBrand: HeinzAgency: DAVID The AgencyCountry: United States

Objectives

To maintain the iconic status of HEINZ ketchup in a category that was bound to be shaken:

How do you get America to take a fresh look at an icon? Heinz Ketchup has been an icon of the American family dinner table for decades. But condiments are a low involvement category, and they are never truly the star of the show, always complementing other host foods. And as an iconic brand with almost a 150 year history, it can be difficult to get...

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