He pitched it more than 50 years ago, but it’s taken that long for the culture to, uh, catch up to Don Draper‘s sometimes radical ideas about advertising. For proof, just take a look at the latest campaign whipped up for Heinz. “Pass the Heinz” was considered a little too out-there back in the heyday of Sterling Cooper Draper Price, but they’ll soon be seen on billboards in Draper’s former NYC stomping grounds.
The idea behind the “Pass the Heinz” campaign is simple: Rather than focusing on the ketchup itself, the ads focus on foods (like fries and a cheeseburger) which just aren’t complete without ketchup, ideally Heinz. Simple, clever, and if it doesn’t have you craving french fries within seconds you should consider seeing a doctor.
You can read up on Don Draper’s delayed vindication via “Pass the Heinz” at Adweek right here. And remember, if you end up getting some fries later today, it’s cheating if you eat them with any other ketchup brand.