Pass the Heinz

50 Years Later, Heinz Approves Don Draper’s ‘Pass the Heinz’ Ads and Is Actually Running Them

It was a compelling idea, even if the client wasn’t convinced at the time. Fifty years ago, in the fictional world of Mad Men, Don Draper pitched a daring ad campaign to Heinz execs, for the brand’s ketchup, that proposed not showing the product at all. Instead, the ads would show close-ups of foods that go great with ketchup—french fries, a cheeseburger, a slice of steak—but without any ketchup in sight. Don’s proposed tagline: “Pass the Heinz.” The campaign’s “Got Milk?”-like strategy of creating a craving for a product through its absence was apparently too far ahead of its time. ….[READ]

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