Heinz is present in many high-grossing films at the cinema, but a curious fact instigated the brand. Have you ever noticed that the characters in most movies never finish eating a hamburger on stage? Well, Heinz noticed. It was from this insight that the world’s #1 ketchup brand released its manifesto aimed at Hollywood, in which it notes the curious fact and asks: “does Hollywood need more Heinz for the characters to finish their burgers?”.
Called ‘Unfinished Burgers’, the campaign created by the GUT agency makes a curious joke amidst the context of Oscar week, the biggest award in the film industry. The idea is to call on the characters to finish these burgers and engage movie lovers in a fun conversation about the brand’s main territory. During the week leading up to the award, Heinz raised the debate on social media and on major channels in the film universe such as Omelette and Buzzfeed, and the response was unanimous: with more Heinz it would be impossible for the characters in this film not to finish their hamburgers.
For the brand, this is a great opportunity to generate a conversation with the public in a way that only Heinz can do. “Heinz is present in different moments of consumers’ daily lives, including when they relax and watch a movie, because a hamburger with lots of ketchup is the perfect combination for that moment. The action plays on that curiosity about unfinished hamburgers in movies and unites our love of Heinz ketchup and pop culture and film. We invite the characters not to feel like it and finish the most famous burgers in Hollywood, always with a lot of Heinz, which makes everything irresistible”, explains Luana Sá, Brand Building Manager at Kraft Heinz.
In a great move, Heinz launches today (25) his open letter to Hollywood and a list of films in which the actors never finished their burgers in order to attract attention to this fact that has been happening for decades. The activation will also feature influencers who will recreate scenes from some of these movies, but this time finishing the burger and with a lot of Heinz, of course. With the message “Leaving every burger irresistible since 1869”, the brand consolidates its message of flavor enhancement, reinforcing its strong presence in the burger territory and in the occasion of consumption in front of screens.
“Heinz has always had a strong presence in pop culture and movies. But when it came to hamburger scenes, we noticed that the actors never ate the burger until the end. That’s when we found the perfect way to get even further into this universe: questioning Hollywood about this “problem” and putting Heinz, literally, in these burgers and these movies. Proving that every burger is irresistible with Heinz, even in costume”, says Murilo Santos, Creative Director at GUT.
The action will also have an activation, in São Paulo, headed by the Haute agency. In partnership with the Big Kahuna hamburger shop, inspired by the universe of the movie Pulp Fiction (1994). On Sunday, consumers will be able to order the burger from the movie, recreated especially for the action, and eat until the end, with lots of Heinz.
Datasheet
Agency:GUT São Paulo
Advertiser: HEINZ
Produto: Ketchup
Título: Unfinished Burgers
Duration: 30”; 15”; 6”
Territory:Brazil
ECD: Murilo Melo, Bruno Brux
Creative Director: Rainor Marinho, Murilo Santos
Creatives: Arianne De Gennaro, Pedro Galdi, Giulio Beloto, Thiago Andrade, Renan Valadares
Managing Directa: Valeria Barone
Head of Accounts: Alessandra Visintainer
Account Director: Francine Pellacani, Joe Richardson
Account Assistant: Wellington Faustino
Head of Strategy: Amanda Agostini
Strategy Director: Cesar Villas Boas
Strategist: Isabela Katayama
Social Strategy Director: Douglas Coelho
Senior Social Strategist: Deyse Albiach
Head of Media & Data:Guilherme Cavalcanti
Head of Production: Mariane Goebel
Producer Senior:Luciane Nuvolara
Producer Junior:Diogo Soares
Content: Soko
Content Leader: Jader Gomes
Operations Leader: Marina Lima
Content Producer: Giuliana Borgatti
Art Director: Kaua Michelin
PR: Loures
Media: África
Live Promo: Haute
Live Promo: Haute
Project Manager: Giovana Viscardi
Producer Senior:João Silvestre
Producer:Danielle Scarabelli
Planning: Camila Reis
Producer: MOL
Executive production:Joaquim Carriço
Direction: Galileo Giglio
Assistant director: Pedro Vicentini
Still: Marcos Alberti
Photography direction: Victor Ponce
Camera Assistant: Luciano Rocha
Logger: Carolina Colombo
Streamer / VA:Priscila Alves
Electrician: Franklin Closel
Electrical Assistant: Saint Clair Closel
Production Direction:Camila Justino
Production Assistant:Jessica Martins
Production Assistant:Fábio Santana
Art direction: Gabriela Nassar
Object Producer: Gabriela Drimus
Counter:Flavio Nepomuceno – Black
Food Stylist: Julia Bissiato
Costume designer:Karina Kohatsu
Make: Yuri Monacelli
Manicure: Miriam Vieira
Ator: Adilson Eustachio
hand model: Marcos Tarcitani
Post production: Hub Vfx
Effects supervision:Matheus Akkari
Attendance:Amanda Fonseca
Motion: Igor Bineli
Color: Acauan Pastore
Finishing: Yutha Matsuda
sound producer: AudioBoutique
music director: Lourenço Rolon Jr
Coordination:Bruna Gusmão
Finishing and sfx:Márcio Ribeiro
Attendance: Luciana Albuquerque
Customer approval:Isabella Rizzo / Thiago Stelle / Cecília Alexandre / Luana Sá / Israel Morais / Thais Correa
The post Heinz teases Hollywood: The characters never finish their burgers in the movies appeared first on DNEWS.
