HEINZ COMES BACK TO CONSUMERS
By Adnews Staff
H.J. Heinz of Toronto is targeting consumers for the first time in three years. The company launched a TV commercial this week to promote its ketchup. The spot is set on a futuristic mining spaceship. The heroine wakes up in one of the sleeping pods after a long rest and goes to the ship's mess area for food. She request a hamburger and french fries from a holographic machine and receives them in the form of a tablet. She attempts to request Heinz ketchup, but her access is denied by a force field. The spot ends with the heroine pulling the plug on the force field, retrieving the Heinz and dipping the tablets in the ketchup. The ad was created by DDB Canada of Toronto. PR is being done by Heather Reid & Associates of Toronto. Three years ago, Heinz stopped doing consumer advertising, instead focusing on trade advertising, communications manager Anna Relyea told Adnews this week. Now that trade awareness has increased, the company has decided to return to consumer advertising.