It hasn’t quite been two years yet since we said goodbye to AMC’s “Mad Men”
and Don Draper, the ‘60s-era ad pitch man who evolved into one of the most
complex characters in recent television history.
Already it’s making a comeback.
Heinz is adopting one of Draper’s boldest pitches: “Pass the Heinz.” In the
show, the clients aren’t overly impressed with the idea, calling it “half
Despite the skepticism from the fictitious execs, Heinz announced this week
that it would implement the campaign in New York City through print ads and
billboards. The announcement noted that the campaign was “created in
partnership with Sterling Cooper Draper Pryce and DAVID.”
Sterling Cooper Draper Pryce is the agency that “Mad Men” focuses on, while
DAVID the Agency is a real Miami-based firm.
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Nicole Kulwicki, head of Heinz brands,
said in a statement:
We are proud to be working with our two partner agencies on this new
campaign. We hear from our consumers that food just doesn’t taste the same
without Heinz. Whether it’s fries without Heinz ketchup or hot dogs without
Heinz mustard, this campaign perfectly captures the desire for
great-tasting Heinz products with America’s favorite foods.
There’s no word yet on whether Heinz will adopt the rival pitch from
Draper’s protégé-turned-competitor Peggy Olson:
Either way, who’s ready for a burger? What do you think of this throwback
to an earlier time—and a piece of pop culture?