Heinz is drawing on the advertising heritage that produced the
acclaimed grandfather and his grandson ads with a corporate branding
campaign that oozes family values.
Latchkey kids, a single working mum and an exhausted long-distance lorry
driver are featured in the commercials that, the company claims, reflect
a dramatically changing social climate.
Each of the five 60-second films through Bates Dorland is overlayed with
a specially composed soundtrack by the South African band, Ladysmith
Black Mambazo, the group that found fame when it was featured on Paul
Simon’s 1986 album, Graceland.
The commercials, which were written by Paul Diver, art directed by Alan
Morrice and directed by Tim Connolly, were shot using a largely
The campaign - described by Tim Ashton, the executive creative director
of Dorlands, as ’Mike Leigh meets Ken Loach’ - broke this week in the
Yorkshire and Tyne-Tees areas prior to a national launch. Media buying
is through IDK Media.
The new advertising, part of a pounds 17 million above- and
below-the-line marketing programme by Heinz this year, is the latest
attempt to position the brand at the heart of family life.
It follows earlier efforts that have included reviving the grandfather
and grandson and, more recently, the United Nation TV campaign featuring
a wide variety of people enjoying Heinz products in different ways.
Andy Bryant, the board account director on Heinz for Dorlands, said: ’We
felt the United Nation campaign did a good job, but it had a very
rational appeal. We felt we needed to evolve and underline the very
emotional values of the Heinz brand.’
Ashton added: ’Because audiences are now so ad-literate, we’ve taken
great care not to put saccharine into the films. The music is
fundamental to the campaign because it will make people look at the