Director Maca Rubio and Easy Mondays help ketchup fans #TipForHeinz

A new spot directed by Maca Rubio and produced by Easy Mondays, heralds a win-win for patrons and restaurants: running through Dec. 21, customers at restaurants not serving Heinz can leave an extra $1 tip with the #tipforheinz, post a pic on Instagram, TikTok, or at the campaign website.

The brand will cover the full gratuity, up to $20 (and some Heinz fans will be reimbursed for their entire meal). Meanwhile, the first 10 restaurants to start using the condiment will receive free Heinz for a year! The campaign was created via Mischief @ No Fixed Address.

“We wanted to have different real ketchups that are not exactly the best food experience, but at the same time not presenting them as terribly unappealing,” said Rubio. “It’s just they are not as good as Heinz.” The production ran tests to see how different ketchups behave, “so we were immediately visually very different to the texture people are used to from Heinz ketchup.”

Heinz – Tip For Heinz

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Agency Mischief/Brooklyn
Production Company Easy Mondays
Director Maca Rubio

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Credits

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Agency Mischief/Brooklyn
Production Company Easy Mondays
Director Maca Rubio
Production Services The Maestros
Executive Producer Antonio Acosta
Food Stylist Claudia Ramirez
Executive Producer/Founder Asori Soto
Producer Saskia d'Altena

DP Cesar Guardia Alemani
Art Director Amilcar Espadas
Executive Producer Gerardo Salas
Chief Creative Officer/Co-Founder Greg Hahn
Creative Director Raphael Franzini
Creative Director Rafael Beretta
Executive Creative Director/Partner Kevin Mulroy
Executive Creative Director/Partner Bianca Guimaraes

Producer Coleman Sweeney

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Rubio and her team filmed the commercial using a “God’s eye point of view,” placing the camera directly above the subject, in this case, the table including the hands of the patrons. “This differs from a traditional tabletop approach, where we are focused on food or the product per se,” the director said. “We were able to use the actors’ hands to communicate their rejection of any alternative ketchup.”

Finally, Rubio said, in the face of a unique challenge to convey the essence of Heinz in a spot that is not talking about the brand, “Heinz’s history of more than 150 years played an important role. Plus, we thought very carefully about the rhythm of the piece and made an effort to show what Heinz is not, and what can be done to ensure a more satisfying experience next time.”