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Heinz is actually running ketchup ads created by Mad Men’s Don Draper

posted by Jason Kottke   Mar 22, 2017

Heinz Ads Mad Men

In the second episode of the 6th season of Mad Men, ad man Don Draper of Sterling Cooper Draper Pryce pitches Heinz on a campaign where you never actually see the product. The ads show French fries, steak, and a hamburger with the tagline “Pass the Heinz” and your mind fills in the missing ketchup bit. Here’s the pitch (which doesn’t exactly land w/ the Heinz folks):

Now, in the real universe, the actual Heinz is running Draper’s ads.

Partly a PR stunt, partly just solid on-brand communications, the campaign is sure to delight fans of the AMC show, which in July will celebrate the 10th anniversary of its premiere. And in a nice touch, the ads are officially being credited to Heinz’s current agency, David Miami, and to Don’s fictional 1960s firm, Sterling Cooper Draper Pryce. (Draper and Mad Men creator Matthew Weiner, who approved the idea, are both listed in the credits.)

Heinz tells AdFreak that each one will get its own billboard in NYC. All three ads will also run in the New York Post, and the fries execution will run in Variety too. The ads will get support across Heinz’s social media channels as well.

See also Malcolm Gladwell on The Ketchup Conundrum.