Director Maca Rubio and Easy Mondays help ketchup fans #TipForHeinz
Created by Mischief @ No Fixed Address, the campaign reimburses patrons and rewards restaurants.
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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.”
Credits
powered by
- Agency Mischief/Brooklyn
- Production Company Easy Mondays
- Director Maca Rubio
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Credits
powered by
- 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
Credits
powered by
- 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
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.”
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