The One Show
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Category
Billboards & Transit / Series
Annual ID
OS24_OH064M
About the Work
We’ve become impatient customers; we cannot wait 5 seconds to skip a video or 5 minutes to order in a bar. But we’re more willing to wait for things we really like, because love is patient. This is the human insight at the heart of ‘The Wait’ from Heinz, a campaign celebrating the (sometimes irrational) lengths of time our fans are willing to wait to ensure that – when it comes to their ketchup – it HAS to be Heinz.
We started with a simple observation: people are willing to wait for their most beloved sauces before digging into a meal – even if it means a cold dish. And we backed it up with global research to find that nearly 70% do indeed wait for condiments, with some willing to wait up to 10 minutes JUST for Heinz.
We brought this truth to life with a creative campaign where the leading role of our Tomato Ketchup was its absence. Because if you’re willing to wait, it HAS to be Heinz.
We started with a simple observation: people are willing to wait for their most beloved sauces before digging into a meal – even if it means a cold dish. And we backed it up with global research to find that nearly 70% do indeed wait for condiments, with some willing to wait up to 10 minutes JUST for Heinz.
We brought this truth to life with a creative campaign where the leading role of our Tomato Ketchup was its absence. Because if you’re willing to wait, it HAS to be Heinz.
2024 Awards
Total Points: 3
Merit
Credits
Agency
1984 / Santiago
Client / Brand
Heinz / London, UK
Production Company
Fabula / Santiago
Art Director
Felipe Alegria
María José Mansilla
Chief Creative Officer
felipe manalich
Content Creator
Veronica Piña
Copywriter
Sebastian Elfenbein
Creative Director
Diego Torres
Director
Santiago Correa
Strategist
Gabriel Jefferies
Sebastian Bastias
CMO Hispanics
George Buneder
Account Director
Gema Chiappa
Account Executive
Javiera Back
Brand Build & Comms South America
Andrea Hernandez
External Communications Manager International
Rosie Brierley
Head of Heinz Comms & Brand Build International
Thiago Rapp
Project director
Magdalena Lustig
Senior Heinz Comms & Brand Build Manager International
Hannah Winterbourne
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