Africa signs action creative concept
In its new campaign, Heinz invites the public to come out of what the brand calls ‘mayogamy’. The idea of the action, whose creative concept was developed by Africa, is to play with the word monogamy in order to ask the consumer to try the brand’s mayonnaise.
Based on this, the film starring a real trisal to present the ‘mayogamy’ with the right to caresses and exchanges around the product.
In the initial phase of the campaign, Heinz instilled the public’s curiosity with the help of the couple, and ex-BBBs, Viih Tube and Eliezer. On the occasion, the couple was ‘caught’ trying Heinz mayonnaise in the presence of a third person.
So, the couple joined the idea of the end of ‘mayogamy’, inviting their followers to leave their comfort zone.
Playing with the idea of maygamy matches the Heinz way of communicating with the public. We encourage people to open up to the delicious and unmistakable flavor of our mayonnaise, and I’m sure consumers will love it, after all, nobody does it better than Heinz, said Ceclia Alexandre, marketing director at Kraft Heinz.
“We received the briefing of any creative’s dreams: a bold campaign that generates conversation. In a highly integrated process between agency and client, we arrived at a solution unlike anything that has been done before”, said Angerson Vieira, executive creative director. from Africa.
