Heinz - Recycled

Problem Statement

With major corporations increasingly being targeted as enemies to the environment, this ad associates Heinz with being a friend to the environment. Unlike some advertising that resorts to blatant pandering to the Environmental movement and the green public, this ad is less direct and thus more palatable. It uses random comedic images with a pleasant music bed and several family member demographics to assert it's frank and practical inclusion as a 'family member'. Quietly doing its part to keep the world a greener happier place.

Client

Heinz

Product

Ketchup

Goals

1. The spot asserts Heinz's understanding of environmental issues.

2. It asserts Heinz's frank inclusion of all aspects of household operation (playtime = homemade walkie-talkies, basketball), exterior beautification (Malibu lights), and though on a slightly absurd comedic level, even jewelry (mothers earrings - bottle caps).

3. Asserts that all members of the home appreciate and live in peaceful coexistence with Heinz.

Audience

The Ad matters/appeals to an increasing number of consumers who need to run a house and feed their family but also would like to feel they are making environmentally conscious decisions.

Client Context

Any business should recognize the importance of appearing environmentally conscious/aware. Included in any ad campaign should be a sprinkling of media that reminds the public they are doing their part to save/protect the environment/planet.

Promises

The ad promises to remind the audience of the close ties it has to Family and the Environment.

Proof

The proof of the value of including environmental consciousness imagery has been well established in the advertising marketplace.

Character

The tone is calm, peaceful, respectful, and most importantly Nostalgic.

Extensions

This ad would work well as a stand alone. It could also fit without any trouble to other campaign messages of environmental consciousness.