The ads usually interrupt the series and movies we enjoy. But in its new advertising action, Heinz Arabia It has made it vice versa, that is, that it is the films that interrupt its spots. The goal? Remember consumers who, like their rich and thick ketchup, some things are worth waiting.
The action, devised by the creative agency FP7 McCann Dubai, He has proposed a film advertising experience in two acts, in what the brand has defined as the first announcement interrupted by a film. “Heinz’s Post-Post Credits” He has created an advertisement in two parts: the first has been projected before films, and the second after credits.
The last part of the announcement, as Heinz Arabia pointed out in a statement, has allowed the spectators unlock awards, As limited editions of Merchandising of Heinz, as well as discounts for products.
The campaign has been executed in the passes of the films “A Working Man”, on April 9, and “Mickey 17” and “The Amateur” on April 10 and 11 in the Reel cinemas of the mall Dubai Mall.
In this way, the brand has sought to create a campaign that behaves just like its ketchup when sliding through the bottle that contains it. Heinz, within the framework of his philosophy “It has to be heinz”, he wanted to stand up to the culture of “omission” and capitalizes the popularity of post-crédito sceness in the film industry.
“You have to love something really to wait for it, be it the final scene after the credits or that glorious drop of Heinz that challenges gravity. It is irrational. It is intense. It is Heinz. And that’s what this campaign is about“; Passant El-Ghannam, Mea Marketing Director at Heinz Arabia, in the statement, said.”In a world of jumps and omissions, Heinz reminds us that some things, like a good ketchup and great scenes, are worth waiting“
“Postcredit scenes have become a cultural phenomenon between filmmakers and public, a reward for those who expect“; said Federico Fanti, creative director of FP7 McCann Dubai.”We saw a perfect parallelism with Heinz, a brand that has always made the wait into an experience, as only Heinz can do it”
