The latest chapter of the long-running It Has to be Heinz platform serves up a side of nostalgia and simple storytelling in a delightfully digestible watch.
As Americans prepare to go into Memorial Day weekend, the unofficial kickoff of summer and backyard barbecue season, Heinz launches its newest campaign to remind revelers to add its famed condiment to the grocery checklist and to hit consumers with a bit of packaging nostalgia in the process. The Life of a Bottle, the hero film for the brand’s new 157 Years of Being Food’s Best Friend campaign developed by Wieden+Kennedy New York, takes a sentimental trip through a day in the lifespan of a bottle of its Heinz 57 ketchup in a diner. Set to Willie Nelson’s rendition of “All of Me,” the spot’s undeniable hero is the brand’s classic glass bottle — which is making its return to shelves for a limited time to celebrate the milestone anniversary — with director Lope Serrano zeroing in on its depletion by ketchup lovers of all ages, genders and ethnicities.It’s simple storytelling that simultaneously pays homage to the table staple’s enduring legacy, gives us glimpses of insights into how people are enjoying it and declares the brand’s determination to position itself as the singular ketchup of choice for discerning consumers who also love a side of schmaltz with their meal.
