
With an upcoming election in 2020 you can expect candidates to begin getting down and dirty.
And well, smear opposing candidates.
Inspired by these good ol’ fashioned attacks that we normally see on well, everywhere, Deutsch, LA has persuaded client Pittsburgh-based Heinz and its mayo to jump on the bandwagon and troll dry food.
Rallying consumers with the tagline, ‘Smear It with Heinz’, the brand attacks Tuna, BLTs, White Bread, Egg Salad, Potato Salad, Rye Bread and Roasted Turkey for their undeniable dryness, and painting a picture of the bleakness of a world without the unforgettable creaminess of its mayonnaise.
Take egg salad, for example. An Instagram ad now says that egg salad is “just eggs” without mayo,” then drives it all home with, “This smear is approved by Heinz.”
View this post on InstagramA post shared by Smear it with Heinz (@smearitwithheinz) on
View this post on InstagramWhen it comes to your BLT ,vote creamy. Choose creamy Heinz Mayonnaise. #SmearItWithHeinz
A post shared by Smear it with Heinz (@smearitwithheinz) on
View this post on InstagramWithout creamy Heinz mayonnaise, egg salad is just eggs. #SmearItWithHeinz
A post shared by Smear it with Heinz (@smearitwithheinz) on
View this post on InstagramA post shared by Smear it with Heinz (@smearitwithheinz) on
View this post on InstagramA post shared by Smear it with Heinz (@smearitwithheinz) on
The campaign rolls out this summer on social – you can follow Heinz on Twitter to watch it unfold. The Reel 360 team has an undeniable taste (good or bad) with puns. We feel like Heinz mayonnaise will come out on top of the dry food.
Credits
Client: Heinz Mayonnaise
Agency: Deutsch Los Angeles
Chief Creative Officer, North America: Pete Favat
Chief Creative Officer, Los Angeles: Brett Craig
Chief Digital Officer, Los Angeles: Pam Scheideler
EVP, Executive Creative Director: Bob Cianfrone
SVP, Creative Director: Mike Frank
SVP, Creative Director: Trevor Kuhn
Art Director: Anastasia Arten
Copywriter: Morgan Parfrey
EVP, Head of Production: Diego de la Maza
Senior Integrated Producer: Jesse Ferguson
Integrated Producer: Trevor Alexander
Senior Integrated Producer, Digital: Lindsey Najdovski
Senior Music Supervisor: Chase Butters
Music Supervisor: Dez Davis
EVP, Group Account Director: Montse Barrena
SVP, Account Director: Josh Lybarger
Account Director: Josh Brewer
Account Supervisor: Remi Shimazu
Assistant Account Executive: Erika Sidney
EVP, Head of Strategy: Kelsey Hodgkin
EVP, Group Strategy Director: Mitch Polatin
VP, Strategy Director: Morgan Aceino
Senior Digital Strategist: Gurbani Chadha
Strategist: Bekah Meyers
EVP, Head of Technology: Marc Gowland
SVP, Director Business Affairs: Gabriela Farias
Executive Business Affairs Manager: Ken Rongey
SVP, Director of Traffic Operations: Carie Bonillo
Production Company: Laundry
Executive Creative Director: Tony Liu & PJ Richardson
Director: Reza Rasoli
Managing Director: James Sweigert
Head of Production: Matt Primm
Line Producer: Cole Winokur
Producer: Dean Marchand
Editor: Justin Freedman
Colorist: Marc Van Osdale
Audio Post Company: Margarita Mix Santa Monica
Executive Producer: Whitney Morris
Mixer: Jeff Levy
Source: Deutsch, LA