Strategically, I like this idea. It’s a tough call to remove the product from an execution, but the decision demonstrates market leader confidence – you know it’s Heinz, it can only be Heinz.
There’s a good showcase of the variety of people that love the product, and the meals that it accompanies, and some nice touches very familiar to the brand (the chap sticking his knife into the bottle to reach the sauce). There is, for me, however, the lingering feeling that this is just a bit wierd. Maybe it’s just me.
I prefer their press and outdoor work. I’ve had these photos on my computer for some time, waiting for an excuse to post them. I have no idea where they came from: