A stampede of wiener dogs gallop toward a lineup of ketchups, mustard and other condiments in Heinz’s Super Bowl 2016 spot.
The commercial, created by agency DAVID Miami, marks the beginning of a new campaign for Heinz called "Meet the Ketchups." It also represents a return to the big game for the brand, which sat out 2014.
"From the beginning of the creative process, we tried to find something simple, visual, and fun to communicate that hot dogs can’t resist the great taste of Heinz," said Anselmo Ramos, founder and CCO, DAVID Miami, in a statement. "So what better way than to introduce the extended Heinz Family than with a Weiner Stampede during the Super Bowl?"
A 30-second version of the spot will appear in the 3rd quarter of the game this Sunday. A minute-long version has been posted to YouTube
Heinz, which acquired Kraft last year (and then debuted its first mustard product), introduced the Ketchup and Yellow Mustard characters last year. The Super Bowl spot, titled "Wiener Stampede," introduces new characters, including Organic, Simply Heinz and Sriracha, and even a toddler ketchup in a squeeze packet. Last year, Heinz launched its first mustard, hoping to steal some of French’s business.
There is a hashtag to along with the new campaign: #Meettheketchups.
Heinz’s last appearance in the Super Bowl was a musical 30-second spot in which people hummed "If You’re Happy and You Know it," while tapping ketchup bottles rhythmically. It ended with a grandmother squeezing an empty plastic bottle and emitting a fart noise. The spot was created by Cramer-Kasselt Chicago.