HEINZ’s clever Oscar reminder is fresh and tempting

Heinz's "I'm Still Here Too" initiative cleverly addresses a familiar but frequently ignored kitchen situation: the neglected ketchup packets hidden in our refrigerators. The campaign launched by DAVID São Paulo, takes cues from the Oscar-nominated Brazilian movie "I'm Still Here" ("Ainda Estou Aqui"), skillfully connecting with the film's motifs of presence and overlooked existence.

The campaign's story focuses on the common practice of collecting ketchup packets, meant for later use, but often overlooked. By portraying these sachets as constant companions eager to elevate our meals, Heinz emphasizes the dependability of its product while also stirring feelings of nostalgia and connection. This method elevates a trivial activity into a heartfelt acknowledgment of Heinz's significance in our dining experiences.

Carefully scheduled to align with the Oscars airing, the campaign presents Heinz as the ideal pairing for audiences' beloved snacks throughout the occasion. This timing not only takes advantage of a major marketing opportunity but creates a memorability factor for the brand.

The campaign adopts a cinematic aesthetic, honoring its filmic influences. Selecting a Brazilian film as a reference not only honors national cinema but also enhances Heinz's bond with its Brazilian audience. This localized strategy shows cultural awareness and boosts brand authenticity.

Essentially, "I'm Still Here Too" showcases Heinz’s talent for discovering deep stories in the routine aspects of life. By highlighting the often-ignored ketchup packet, the campaign connects with consumers, reminding them of Heinz's lasting role in their kitchens and lives.