Heinz ketchup ad has heart

Rethink's love story featuring a potato may woo back some patriotic Canadians.

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Since first hitting shelves 150 years ago Heinz ketchup has held a special place in many people’s hearts and stomachs.

The iconic brand is still the dominant category leader in Canada, but it has lost some market share to much-smaller rival French’s – which jumped on the opportunity to brand itself as Canada’s ketchup when Kraft Heinz shuttered its Leamington, Ont., plant in 2014 to national uproar.

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Heinz Ketchup Canada’s new ad features a potato, which looks like it has eyes and a mouth, as Heart’s 1982 classic “What About Love” builds to its crescendo. The “True Love” spot hits a high note when ruby-red ketchup finally meets the anthropomorphized potato-turned-fries before the yummy combo is gobbled up. Dark.

Yet, despite the impending doom of this delish pair, the 44-second love story pulls at the heartstrings – kind of like when Allie and Noah cuddle up at the end of The Notebook. Death is coming, but it’s sooo romantic.

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The ad, by Rethink, has been viewed more than 12,000 times since it was posted last month. Seems like Heinz is committed to wooing back Canadians – and this strange (yet strangely compelling) spot might just do the trick.

Credits 

Advertiser: Heinz Ketchup Canada
Creative: Rethink
Media: Starcom