When you’re licking every last drop ‘It has to be Heinz’ in new campaign via TBWA\ Sydney
In a nation where Tomato Ketchup goes on just about everything, Heinz sought to show off the rich and delicious flavour of its universally loved condiment by extending the global ‘It has to be Heinz’ platform in Australia. As Heinz Tomato Ketchup is made with and inspires irrational love, the new campaign via TBWA\Sydney seeks to showcase the role ketchup plays in distinctly Aussie moments.
The campaign captures moments where Aussies find themselves unable to resist licking drops of Ketchup off anything caught in the Ketchup crossfire.
Says Michael Magee, CMO at Kraft Heinz ANZ: “We are incredibly excited to bring a truly Aussie insight to the “It has to be Heinz” platform by showing the role and driving consideration for Heinz Ketchup during uniquely Aussie consumption occasions like having a pie at the footy. This allows us to emotionally and culturally connect the audience with the brand, while bringing an authentically Aussie feel to it.”
Says Kat Alvarez-Jarratt, ECD, TBWA\Sydney: “Because Ketchup is so delicious, it’s only natural to find yourself licking that last drop of Ketchup oA something it wasn’t originally meant for. The only question is: how far is too far? A special thank you to Simon Harsent at The Pool Collective who has beautifully captured these real, human and relatable moments.”
The campaign rolls out nationally across with large format OOH in high impact placements, and creative contextualized to where consumers are in that moment, including bespoke transit in metro areas and native to platform social executions across Meta and Tiktok to capture attention.
Says Thiago Rapp, director of taste elevation and masterbrand at Kraft Heinz: “At Heinz, we are consumer obsessed and leaning into consumer insight and behaviours allows us to connect with our fans in a way that really resonates. This ad is dedicated to the sauce superfans willing to do whatever it takes for the last drop of Heinz Tomato Ketchup. We wanted to create something that speaks to our fans, and if any one of them looks at the ad and says, ‘that’s me!’ then we’ll have done what we set out to achieve. It’s also testament to our teams’ ability and willingness to move at speed to capture a moment in time, whether that’s a culturally defining moment or something that simply puts a smile on people’s face.”
Client: Kraft Heinz ANZ
Michael Magee, Chief Marketing Officer, Asia Pacific Developed Markets
Andrea Payne, Head of Marketing, Taste Elevation
Nicola Curran, Senior Brand Manager, Taste Elevation
Agency: TBWA\Sydney
CCO – Evan Roberts
ECD – Katrina Alvarez-Jarratt
Chief Growth Officer – Nitsa Lotus
Creative Director – Stuart Tobin
Senior Copywriter – Angus Loxton
Head of Business Management – Camilla Stapley
Business Director – Hannah Ketley
Group Strategy Director – Anna Thairs
Senior Producer – Tayla Marlow
Photographer/Director: Simon Harsent
Production: The Pool Collective
Food Stylist: Jerrie Joy
Editor: Bolt
Sound: Bolt
Colourist: Elvis Colour
Online: White Chocolate
Retouching: Cream Studios
Media: Carat
Agency (‘The Last Drop’): Le Pub Brasil
Global CEO: Bruno Bertelli
Global CCO: Cristiana Boccassini
CCO & Partner: Felipe Cury
CSO & Partner: Aldo Pini
Executive Creative Directors: Greg Kickow and Alex Adati
Copywriter: Victor Sotero
Art Director: Leandro Valente
Creative Production Manager: Bruna Marchi
Creative Producer Senior: Beatriz Taka
Publicis Benelux
Global CCO: Bruno Bertelli
CCO: Eduardo Marques
Copywriters: Maarten de Maayer, Esther Van Vliet
Art Directors: Jonas Marysse, Vanden-Broucke, Steffi Boom
33 Comments
Didn’t you make the same work for 4n20?
No. It’s disgusting.
This is a far cry from the clever, original global work. The scenarios are contrived beyond belief—who licks a box while carrying a hotdog? And how did that perfectly smeared sauce end up on the baby’s head? Come on, guys. This brand demands better! It feels like it’s trying too hard without really capturing the insight or staying true to the original idea.
Is the universal out of home sauce. This doesn’t land.
Performances in the spots are very average. Stills are fine. Almost like it requires two separate skillsets?
Makes great work!!!!
I love sauce more than the next guy, but the amount of sauce, the technique and the performances were so uncomfortable and unappetising.
You keep believing those self-affirmations you good thing.
Good to see you in the comments man
Why is that guy carrying a baby doll strapped to his chest?
I’ve said it before and I’ll say it again, awkward silences are not comedy. It’s just lazy writing
Not every idea needs to be cranked to the max for laughs. The charm of the original work was how it stayed grounded, delivering the truth of the product in a more understated way. Here, that truth feels lost. A subtler, more insightful approach would have worked much better.
I like these. As someone who has dropped croissant crumbs in my own baby son’s hair while carrying him in a Baby Bjorn only to then hoover them up in similar fashion, I not only relate to one of these spots, it also made me laugh.
That said, where I think the comedy was let down massively is not seeing the reactions of the other person witnessing it happen.
With the two women, why isn’t the woman getting her shoulder sucked acting more horrified or gobsmacked or even titillated? Any of these reactions would be funny.
With the guy carrying the box, why aren’t we seeing the person he’s shrugging to? That would be funnier.
Likewise, with the Dad carrying the baby, why aren’t we seeing the Mum’s rolled eyes or look of stern disapproval. That would be waaay funnier.
This work disputes that.
Given the level of performance/talent and using a photographer/director, I’d say we don’t see an onlooker’s reaction for budget reasons. It’s a shame because that would help. Agree with the comment earlier, performances are really weird. And not good weird.
Damn this is a great idea / set of scripts that has been absolutely dropped in the outfield
TBWA appears to have moved into the business of delivering disappointment. Another badly missed mark. How on earth are we supposed to know the two women are at the footy? You really have to be paying attention. Perhaps a roar from the crowd when she goes in for the lick might have helped but even then…… The only possibility for redemption of this badly considered execution is in the billboards where the idea almost works.
Get bear meets eagle to do the creative.
I like it. It’s a good idea. Some of the acting is a bit hammy, the box one an exception. But it’s good.
Why would you promote this?
I’m expecting a press release next week revealing this was made entirely with AI (only logical explanation for the performances)
Every action has an equal and opposite reaction.
(a director would’ve recommended a reverse shot of the onlooker)
Like, you know, the type of work that comes out of said country just to win awards but doesn’t quite get there or feels contrived and try-hard.
Good line,which deserved a better idea to sort it and a better execution to to sell it.
Big miss for such a wonderful brand.
This is lovely work. What’s with the vendetta on this agency? Bet you 5 dollars anyone would like this work in their book. And as a dad, the baby execution made me lol. The fact that so many of you bag this work says more about you than the work you are allegedly critiquing. Sooky bastards.
I don’t see it as a vendetta at all, just some of the recent work hasn’t quite hit the mark. It’s something every agency goes through at some point. No one’s questioning the quality of the craft itself—it’s more that the core idea and the examples used just aren’t landing as well as they could.
The OOH is nice. Solid, fun idea for a great brand.
Yeah the films look like they were made cheap but doesn’t deserve all the bagging.
I love these.
Ive licked an Ikea box, steering wheel and child with sauce on.
You don’t need to see the other person. That’s you… works way better as it is without having to resort to this dumbass client comment
Silence is golden, there is nothing to say. The guilt of being caught, then not giving a shit is all apparent.
All are funny and have caught my eye when out and about.
Shut up and enjoy
But I will defend to the death that these would *not* be funnier with a reaction.
They would be funnier if no one was watching, and the moments were more intimate.
Trying to tell these stories through a second-party reaction is why the first one is the worst one, and why a guy licking a baby’s head is somehow not funny. That should’ve been funny.
The baby head lick?! No! Nooooo!
They don’t need a reaction shot, they need a moment where the person hesitates when they realise who they’re about to become, and then push on through anyway. Or a moment after the lick when they look around to see if they’ve been caught. There needs to be some suggestion that these moments are “despite their best instincts”, that the sauce is so good they lick before they have time to think about it, then quickly check to see if they’ve been sprung. They’re private moments had by real people, or should be. At the moment they’re fake moments had by written people with no structure to the storytelling.
but why does the footy woman inexplicably launch herself forward into her friend within the opening 1 second?
Why is the friend not more annoyed that her bumbling friend just ruined her jacket with sauce? It’s not cute that she’s licking it up, I’d be livid!