David introduces Heinz’s “new, better-tasting yellow mustard” with a campaign entitled “Ketchup’s Got A New Mustard.”
“Our Yellow Mustard launch is unprecedented for Heinz and for the mustard category,” said Eduardo Luz, president of Heinz North America, in a statement. “Heinz is America’s Favorite Ketchup, and we’re aiming to become America’s favorite mustard, too. We want people to love their yellow mustard as much as they love our ketchup.”
The new campaign is built around a 30-second spot, “Backyard BBQ,” which personifies the Heinz’s redesigned mustard as Ketchup’s new mains 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.
Apart from highlighting its upside-down squeeze bottle design and claiming it’s “better tasting,” there’s also not much of an explanation as to how the new recipe (which the press release describes as utilizing “stone-ground mustard seeds and a secret blend of spices and vinegar” for “a perfect balance of flavor and tang”) is different from the old one.
Credits:
Agency:David
SVP, ECD: Anselmo Ramos
Associate Creative Director (AD): Tony Kalathara
Associate Creative Director (CW): Russell Dodson
Planner: Paul Ramirez
Dir. of Integrated Production: Veronica Beach
Sr. Producer: Yamaris Leon
Digital Producer: Yamaris Leon
Managing Director: Paulo Fogaca
Account Director: Carlos Rangel
Studio Production Artist: Carlos Panza Lange
Business Affairs Manager: Libby Fine
Production Company: Biscuit Filmworks
Director: Jeff Lowe
DP: Darko Suvak
Executive Producer: Colleen O’Donnell
Producer: KaliNiemann
Production Mgr.: Amanda Amann
Casting Agent: Alyson Horn
Animations/Graphics Co:Jogger
Flame Lead: David Parker
Producer: Lynne Mannino