Heinz Fans Show Their Love for Ketchup in New Print Ads

Heinz, together with creative agency Le Pub, has come up with a weirdly unique way for its viewers, myself included, to crave its iconic ketchup. 

The condiment brand has released a set of print ads featuring different individuals in all-too-relatable scenarios, as they lick a splotch of ketchup off of something or someone.

And though it looks really silly, many of us are guilty of doing the same thing.

In one ad, a mother attempts to get ketchup off her son's forehead as she holds a burger.

In another, a man reaches for his elbow using his tongue, trying to get the smudge of ketchup off it. 

Lastly, a woman licks the Heinz off her steering wheel after making a bit of a mess with her cheeseburger. 

Eager for 'The Last Drop'

The trio of ads is part of the brand's latest campaign, "The Last Drop," which takes inspiration from a video of a mom licking spilt ketchup off her baby to avoid making more of a mess.

It also binds together with the brand's wider global platform "It has to be Heinz," which reinforces the extreme scenarios Heinz fans would go through just to get their favorite product. 

“We got this insight that sometimes a drop falls onto your arm or some place, and you are so keen to get the taste that you go and lick the ketchup automatically," Heinz Director of Taste Elevation and Masterbrand Thiago Rapp told Marketing Week.

"Sometimes you find people looking at you, shocked at what you did,” Rapp added.

All made within a span of five days, the ads are the brand's latest efforts to live up to its challenge of moving "at the speed of modern culture." 

"The moment we have a great idea, and we have the opportunity to put this into action, we are almost testing ourselves on how fast we can react," Rapp revealed.

"We want to be seen as one of the Apples, Nikes, Legos of the world. The moment we put this platform in place, it is incredible how the ideas started to pop up."