OMD, Starcom Help Heinz Color It ‘Red’

LOS ANGELES H.J. Heinz Co. is set to launch a campaign on Sept. 15 for its Smart Ones brand that centers on the “power of red,” the company said.

Omnicom’s OMD was responsible for media planning, and StarcomMediaVest handled media buying.

The creative effort, from Omnicom’s DDB in San Francisco, builds on past ads from the shop that included the “Lady in Red.” It includes two 30-second TV spots addressing the notion that when women feel good about themselves, they have the confidence to wear red. The spots replace the woman in the red dress with contemporary women in stylish, trendy red clothing and accessories.

Both spots open with the question, “What is the power of red?” In one ad, the answer is: “It’s eating every last bite of your chicken parmigiana, followed by a chocolate eclair … and still feeling good about yourself.”

TV spots will air on national broadcast and cable outlets across the country. To build on the “power of red” platform, Smart Ones is also launching an updated Web site,, and will also redesign promotional materials and packaging.

“Our consumer research has told us that we own the color red in the nutritional frozen food category,” said Steve McGowan, senior brand manager of Smart Ones, in a statement. “Our packaging and our brand equity have been built over the years around the ‘Lady in Red’ concept, which has created a powerful connection between Smart Ones and the feelings associated with the color red: energy, joy, control and confidence.”

Spending on the campaign could not be determined. The Pittsburgh-based client spent $8 million advertising Smart Ones in 2002, and $5 million for the first six months of 2003, according to Nielsen Monitor-Plus.

—with Tania D. Panczyk