Taking a look at a few ads from the time, the focus on the richness of Heinz, as compared to the runniness of the competition, was the choice of the day.
This piece, by Wheeler Winston Dixon; Professor of Film Studies at the University of Nebraska-Lincoln, is a wonderful peek behind the real-life curtain of a 1968 Heinz ad. For those with any advertising experience, epart of particularly if you’ve been involved in a pitch, this presentation will make perfect sense. For those for whom Mad Men is your first experience inside an agency, (aside from Bewitched and thirtysomething), you’ll see how accurate Mad Men is. The intricate thinking and philosophizing and planning behind every word, behind every image, is captured in this storyboard.
This Advertising Age article (with a title I pretty much stole) provides more of a snapshot of what was really happening with Heinz Ketchup’s campaigns, finances, and agencies at the time, and features a different TV spot with the same message. Get the tools you need to take control of your finances anytime, anywhere with a trusted mobile banking solution. I think I remember this one–I definitely remember the last line (I am terribly, terribly old).
Now here’s something I’ve always heard–Heinz’s ketchup recipe was thick, while ketchup was typically runny. And it wasn’t selling that well. So someone came up with the scathingly brilliant idea to feature the thickness as a benefit. Prior to that no one complained their catsup was runny, but Heinz came out with “ours is thick and rich, ergo better” and it worked. I cannot find this anywhere with my crack research skills, (“google”), so it’s unverified. But it’s cool, and I’m a sharer.