A global campaign for Heinz is showcasing how diners around the world are willing to wait irrational lengths of times for their ketchup.
According to Heinz research from a range of ketchup, one-third say that three minutes is their limit. The campaign will be supported through a range of activations, including film, print, digital and OOH.
‘The Wait’ was created in partnership with Chilean agency 1984 and depicts hungry diners who have all but one key ingredient that prevents them from getting stuck in.
The campaign will be supported through a range of activations, including film, print, digital and OOH.
“Nothing says ‘true love waits’ like a human diner willing to hold off eating until their ketchup arrives. It’s this simple, yet very real insight that inspired our latest campaign, ‘The Wait,” said The Kraft Heinz Company CMO George Buneder.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“By observing real behaviours and turning insights into entertainment, we’re able to celebrate the wonderful, sometimes irrational love our fans have for Heinz”.
Buneder continued: “Ironically the absence of a Heinz Tomato ketchup Bottle is what makes the ad stand out, making Heinz the absent hero of our own story.”
1984 chief creative officer and founder Felipe Manalich added: “We’ve become impatient consumers, and in an era where we want everything fast, waiting is actually an act of love.”
“The idea started with a simple observation: in a restaurant, people wait to be seated, they wait to be attended, they wait for their meal to arrive; to keep waiting. Why do they wait? We did the research and Heinz was the answer.”
