Description
You know how we can be impatient with food? That’s exactly what Heinz is playing at with this ad.
The tagline “If you’re willing to wait, it has to be Heinz.” is a clever nod to Heinz ketchup’s famously slow pour. Unlike other ketchups that come rushing out of the bottle, Heinz takes its time. Rather than seeing that as a flaw, the brand embraces it. The slowness becomes a symbol of quality which is thicker, richer, and more flavorful.
There’s also an emotional message here. The ad taps into the idea of loyalty and standards. The man could use whatever ketchup is available, but he chooses not to settle. That quiet refusal makes Heinz not just a condiment, but a statement. It’s about having taste, and sticking to it.