A drizzle here, a dollop there, and an oh-so-deliberate squeeze that makes anticipation almost edible. It’s in this world of slowness that Heinz ketchup, mustard, and mayonnaise find their groove. Picture it—the ketchup’s languid descent onto a hot, crispy fry; the mayonnaise’s creaminess spreading over a freshly toasted slice; the mustard’s vibrant color asserting its tanginess before even hitting the hotdog.
Now imagine the same vivid imagery transforming into an advertising campaign; that’s where Heinz and their Canadian agency partner, ReThink, alongside renowned photographer Jim Norton took the stage. Their “Heinz – Slow, Slower, Slowest” campaign reminded everyone not just of the iconic Heinz ketchup but also its often-overlooked siblings—the mayonnaise and the mustard.
This blog post will explore how a beloved classic bottle of Heinz ketchup and its slower-pouring kin stirred up a delightful blend of creativity, nostalgia, and mouthwatering temptation. Get ready for a flavorful journey that’s savored best when taken slow.
By: Jim Norton
“Everyone knows about Heinz Ketchup but forget about their delicious mayonnaise and mustard. How do we remind Canadians that their other sauces are just as iconic?
“Everyone loves Heinz Ketchup, but we wanted to show ketchup fans that their other sauces are just as good. So much of Heinz Ketchup’s equity is in being slow, but we realized that the other condiments, like mayo and mustard, are even slower. What we love about this campaign is that even though the logo is small and in the corner, you immediately know that these products are Heinz. Our keystone is iconic, and the slow pour of ketchup on fries is undoubtedly Heinz. Ketchup anchored our campaign and elevated the other sauces to its level of iconicity.” -Kennedy Choi (AD) & Jenai Kershaw (CW), ReThink