Hasta La Creative!

H.J. Heinz Co., which is known as a frugal advertiser, is about to make the biggest marketing investment there is, pouring millions of dollars into a Super Bowl spot for its namesake ketchup.

“Heinz’s participation in the Super Bowl is an opportunity to remind consumers of the love they have for this iconic brand,” Bill Ulrick, senior brand manager for Heinz North America, said in a statement. “The commercial investment is part of a larger effort to renew our commitment to engage with our great fans.”

The 30-second spot from agency-of-record Cramer-Krasselt, Chicago, is only the second Super Bowl ad in the brand’s history, the last one coming 16 years ago. Ad buys for the game are estimated to be in the range of $4 million for 30 seconds this year. Heinz did not confirm during which quarter the spot will run.

Continue reading at AdAge.com