This summer, Serviceplan Cologne won The Kraft Heinz Company as a new client. Now they are revealing the first creative highlight of the new collaboration, which is also the team's first major work under new creative lead Andy Wyeth.
The focus of the integrated campaign is that moment in the supermarket when you abandon the other mayo in favor of Heinz Mayonnaise.
Cologne, 16. November 2022 – We’ve all been there. You’re almost done with your shopping when suddenly you see a product on the shelf that is so much better than the one you already have in your trolley. Are you really going to go all the way back to the shelf where you found it and put it back? Most of us take a quick glance to make sure no one is looking, before dropping the product on the next best shelf.
Serviceplan Cologne’s new campaign for Heinz takes this all too human moment and turns it into a hilarious brand experience with the tagline: "The moment you find Heinz". In the new Heinz Mayonnaise campaign the competitor mayonnaises end up between toothpaste, fruit and baking mixes – with Heinz taking pride of place in the shopping trolley.
Watch the campaign spot here.
"When buying groceries, many factors decide which product ends up in the trolley and which gets dropped. With our Heinz Mayo, the decisive factor is very easy to grasp: It just tastes really good – so good that you leave all other mayonnaises behind," explains Josephine Jung, Brand Manager Retail Kraft Heinz Company. "The new product campaign shows exactly this moment of decision when the spark is ignited."
Andy Wyeth, Creative Managing Director Serviceplan Cologne, adds, "We are very proud to launch our creative partnership with Heinz with this powerful campaign. It takes an everyday moment that we all know, and links it to product and brand. Everyone feels caught out, and can fondly identify with it. That's exactly how advertising has to work. I always have to think of Heinz now as soon as I see a misplaced product in the supermarket – and that's how we hope everyone who sees the commercial will feel as well."
The integrated campaign will be played throughout Germany across a wide range of communication channels. It is the first major project in a series of Kraft Heinz Company investments in its mayonnaise range. The spot can be seen in various cut-downs online on the Heinz social media channels and is accompanied by extensive campaign assets with giant posters and ad shells, in store, OOH and at the POS.
Neverest, part of the Serviceplan Group, were responsible for the agency production.
Kraft Heinz Company
Montse de Rojas / Head of Brand, Culture & Capabilities CE
Paula Marconi / CMO Continental Europe
Josephine Jung / Brand Manager CDS & Mayo GAS
Andy Wyeth / Managing Director
Stefan Rehne / Creative Director Copy
Sebastian Simon / Creative Director Art
Daniel Azar / Senior Art Director
Kathy Werning / Account Director
Julia Lückerath / Senior Account Manager
Markus Miarka / Director
Torsten Gerst / Executive Producer