Deutsch has resorted to smear campaigns.
Inspired by good old-fashioned political attack ads, the agency launched a social media campaign for Heinz Mayonnaise, smearing a number of food items as essentially worthless without the condiment.
Take tuna salad, for example. An Instagram ad attacks the lunch food item as “Just fish from a can” without mayo, while driving home the pun-centric nature of the campaign with the line, “This smear is approved by Heinz.”
We are certainly fans of puns here at AgencySpy. So points for that. While we can get behind some of these smears (potato salad and egg salad, for example) others leave us a little dry (told you we were fans of puns). Rye bread just goes better with mustard and you will not convince us otherwise.
Condiment preference aside, though, this is a pretty fun, lighthearted approach to a social campaign, with a basic formula that’s adaptable to a variety of food items (even if some may divide opinion) and well-timed. The campaign rolls out with a series of 7 ads on social media platforms through the summer, when picnic staples like potato salad are most likely to make an appearance. Just keep the mayo out of our barbecue sauce (looking at you, Alabama style).
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Without creamy Heinz mayonnaise, egg salad is just eggs. #SmearItWithHeinz
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Say “bye-bye” to dry rye with creamy Heinz Mayonnaise. #SmearItWithHeinz
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Say “bye-bye” to dry rye with creamy Heinz Mayonnaise. #SmearItWithHeinz
CREDITS
Agency: Deutsch Los Angeles
Client: Heinz Mayonnaise
Campaign: “Smear It With Heinz”
Chief Creative Officer, North America: Pete Favat
Chief Creative Officer, Los Angeles: Brett Craig
Chief Digital Officer, Los Angeles: Pam Scheideler
EVP, Executive Creative Director: Bob Cianfrone
SVP, Creative Director: Mike Frank
SVP, Creative Director: Trevor Kuhn
Art Director: Anastasia Arten
Copywriter: Morgan Parfrey
EVP, Head of Production: Diego de la Maza
Senior Integrated Producer: Jesse Ferguson
Integrated Producer: Trevor Alexander
Senior Integrated Producer, Digital: Lindsey Najdovski
Senior Music Supervisor: Chase Butters
Music Supervisor: Dez Davis
Account Management Credits:
EVP, Group Account Director: Montse Barrena
SVP, Account Director: Josh Lybarger
Account Director: Josh Brewer
Account Supervisor: Remi Shimazu
Assistant Account Executive: Erika Sidney
Account Planning:
EVP, Head of Strategy: Kelsey Hodgkin
EVP, Group Strategy Director: Mitch Polatin
VP, Strategy Director: Morgan Aceino
Senior Digital Strategist: Gurbani Chadha
Strategist: Bekah Meyers
Technology:
EVP, Head of Technology: Marc Gowland
Business Affairs/Traffic:
SVP, Director Business Affairs: Gabriela Farias
Executive Business Affairs Manager: Ken Rongey
SVP, Director of Traffic Operations: Carie Bonillo
Production Company: Laundry
Executive Creative Director: Tony Liu & PJ Richardson
Director: Reza Rasoli
Managing Director: James Sweigert
Head of Production: Matt Primm
Line Producer: Cole Winokur
Producer: Dean Marchand
Editor: Justin Freedman
Colorist: Marc Van Osdale
Audio Post Company: Margarita Mix Santa Monica
Executive Producer: Whitney Morris
Mixer: Jeff Levy