Heinz is marking 150 years with an £11.7m campaign that celebrates "clean plates".
The work runs across the UK, Europe, the Middle East and Africa, and was created by Bartle Bogle Hegarty London.
"150 years of clean plates" focuses on Heinz's well-known tomato ketchup that, as the ad shows, has been added to all types of meals over the years. Heinz said there are also some hidden film references in the spot.
The work was created by David Lasar and Thibault Michal, and directed by Dom & Nic through Outsider. It is running on social, digital and video-on-demand, while there is also an out-of-home takeover of the BFI Imax cinema in London’s South Bank. Media planning and buying is handled by Starcom.
Victoria Sjardin, marketing vice-president for Europe, Middle East and Africa at Kraft Heinz, said: "Henry John Heinz set off on his extraordinary journey with the unique desire ‘to do a common thing uncommonly well’. A hundred and fifty years later, the heart of Heinz’s mission is still to find small ways to make life better.
"We are very excited about our new global ‘clean plates’ campaign, which is a testament to Heinz’s heritage and aims to highlight how delicious Heinz products have been helping make meals even tastier around the world and across all walks of life for 150 years."