Hasta La Creative!

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: Kali Niemann                                                                                                                                                                                                                                         Production Mgr.: Amanda Amann                                                                                                                                                                                                                            Casting Agent: Alyson Horn

Animations/Graphics Co: Jogger                                                                                                                                                                                                                       Flame Lead: David Parker                                                                                                                                                                                                                                       Producer: Lynne Mannino