Heinz releases the hounds as it shows off full condiment range for Super Bowl ad

Heinz has rejected a big name Hollywood star and instead turned to Dachshund dogs dressed in hot dog costumes for its Super Bowl 2016 ad.

The light 30-second ad, which was created by agency ‘David in Miami’, is part of a wider ongoing “Meet the Ketchups” campaign designed to introduce Heinz’s wider family of condiments to consumers.

The Super Bowl offering features people dressed up as Heinz condiments (including ketchup and mustard) as the dogs charge them down for a good old fashioned slobber fest.

“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, chief creative officer of David in Miami.

The campaign is Heinz’s third ad during a Super Bowl, with last year’s offering focusing on ketchup. And Michelle St. Jacques, vp of marketing at the Kraft Heinz Company, hopes the new campaign will boost brand awareness beyond its famous ketchup.

“Everyone knows and loves Heinz Ketchup, but they may not realize that we offer a range of products for almost any taste,” she said. “We are launching this campaign during one of the most-viewed events of the year so that everyone can see that great taste runs in the entire Heinz family.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here