Heinz presents Hot Ketchup as the way to heat up your food in this campaign from Belgium, playing on the double meanings of hot (levels of spice and temperature). It’s a break from the earlier scorched approach (see below the credits) but does it really warm the viewer towards the product? How would you retain the concept but overcome the ‘ugh’ factor associated with a plate of frozen food and a cold table cloth? Does the double meaning of ‘hot’ translate into languages other than English? The campaign was apparently commissioned by Cairo Food Industrial (Heinz Egypt). Despite the questions, the campaign won a bronze award at Cannes International Advertising Festival 2008. So, presented to you on three plates, “Fries”, “Steak” and “Fish”. Enjoy.
The Hot Ketchup Frozen Food campaign was developed at Leo Burnett Brussels, Belgium, by creative director Jean-Paul Lefebvre, creatives Alex Gabriëls, Wim Corremans, photographer Marc Paeps with retouching done by Yelle Vandenbruaene at The Living Room.