Heinz trolls dry food in smear campaign


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.”

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.

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