-author-avatar_thumbnail.jpg){kind=avatar}
Heinz welcomed the spooky season with a new campaign that puts a smile on people's faces — literally. However, the latest effort from the condiment brand had netizens accusing them of perpetuating racial tropes.
One image from the ad series in particular shows a black man with a large grin and a trail of Heinz Ketchup smudged around his lips.
Heinz is out here “accidentally” recreating Blackface Sambo characters and propagandizing the untruth of Black fathers not being there for their families. pic.twitter.com/2kt4uZBSqb
— L E F T, PhD ⚫️ (@LeftSentThis) October 8, 2024
People on social media were quick to point out that the spot was similar to Minstrel blackface ads.
Following the backlash, the condiment brand was forced to take their ads down.
"Although it was intended to resonate with a current pop-culture moment, we recognise that this does not justify the hurt it may have caused. We will do better. We are working to remove the advertisement immediately," a Heinz spokesperson told PRWeek.
Behind the Campaign
Helmed by full-service creative agency Gut New York, with support from the brand's in-house agency The Kitchen, this latest multiplatform initiative serves as an ode to fans who display their love for the famous brand in amusing yet unconventional ways.
"Heinz Smiles" was born out of the insight that its consumers go "all in" for the brand, so much so that they get tattoos of the ketchup bottle on their bodies and go to lengths just to spell out their love for the popular product.
A three-part ad series features Heinz fans smiling uncontrollably with ketchup smudged all over their face, defying proper dining etiquette, and getting a little messy to show this love.
"It Ha Ha Has to be Heinz," each of them read.
View this post on Instagram
"We know that when it comes to Heinz our fans will go all in to get the ‘best-tasting’ ketchup, even if it leaves them red faced.
With this as our inspiration, we’ve hacked a cultural moment, using our distinct Heinz personality and unique sense of humor to create something simple that speaks to the great taste of Heinz, and seeks to entertain our fans along the way," Hannah Winterbourne, Heinz lead for Europe and Pacific developed markets, explained.
Winterbourne continued, saying Heinz can't wait to see how people react to the creative, in hopes that it would "bring unexpected smiles to people’s faces this Halloween."
Smiles to Spark a Conversation
Gut New York CCO Lucas Bongioanni shares that the campaign is all about amplifying this "irrational love" people have for Heinz in pop culture, especially during the Halloween season.
Bongioanni adds that the messy experience of having ketchup on your face was the perfect way to connect with consumers around the world and spark a conversation.
The CCO notes that "Heinz Smiles" marks Gut New York's first creative work, and the agency is "grateful to have brave clients who trust our team to spot these opportunities and deliver brave creativity."
Apart from Halloween, the thought-provoking campaign follows the release of Todd Phillips' "Joker 2," which came out last October 4 and comes right before the screening of "Smile 2," which will hit cinemas on October 18.
One could easily draw similarities between Joker's makeup and the sinister smiles in the Parker Finn horror sequel — a brand marketing strategy that smoothly connects Heinz in fun pop culture conversations.
Previously, Heinz also rode the hype of Marvel's "Deadpool & Wolverine" in an epic collaboration that used the movie's trailer to compare the superheroes to the brand's mustard and ketchup.
Editing by Katherine 'Makkie' Maclang
-author-avatar_mobile.jpg){kind=avatar}
