BrandsFeaturedThe Work

“If you are willing to wait, it has to be Heinz”

Heinz has launched a global campaign, ‘The Wait,’ which shows consumers patiently waiting for their condiments before eating.

The effort will run in the U.S., Canada, UK, Chile, France, Brazil and the UAE.

The campaign was created in partnership with Chilean creative agency 1984 with Carat on paid media and Zeno Group on North American PR.The launch includes film, print, digital and out-of-home elements.

It was inspired by a global Toluna survey of 2,706 consumers that found more than two-thirds of diners would rather wait to eat than go without ketchup, with 55 per cent willing to wait even longer for Heinz.

‘The wait’ is part of Heinz’s global campaign ‘It has to be Heinz’ and has unified its global creative strategy under one campaign.

The launch explores the brand’s theme of consumers ‘irrational love’ for its products by showing consumers who are willing to wait longer up to ten minutes before eating.

George Buneder, chief marketing officer, Hispanics, the Kraft Heinz Company, said: “Nothing says ‘true love waits’ like a hungry diner willing to hold off eating until their ketchup arrives. It’s this simple yet very real insight that inspired our latest campaign. By observing real behaviours and turning insights into entertainment, we can celebrate the wonderful, sometimes irrational love our fans have for Heinz. Ironically, the absence of a Heinz Tomato Ketchup bottle makes the ad stand out, with Heinz the absent hero of our own story.”

Felipe Manalich, founder and chief creative officer of 1984, said: “We’ve become impatient consumers and, in an era where we want everything fast, waiting is actually an act of love. The idea started with a simple observation: in a restaurant, people wait to be seated, they wait to be attended, they wait for their meal to arrive, and keep waiting. Why do they wait? We did the research and Heinz was the answer.”