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HEINZ Reminds Us It Will Always Be There To Add Some Goodness By Airing Four Spots At Once In The Big Game

January 29, 2020 at 9:09 AM EST

With so many situations shown in just 30 seconds, HEINZ guarantees fans will want to watch the ad multiple times.

PITTSBURGH & CHICAGO--(BUSINESS WIRE)--Jan. 29, 2020-- Today HEINZ revealed its full commercial for the big game, directed by Roman Coppola, which will bring to life four ads at once in a four-quadrant split-screen format. With so much happening in just 30 seconds, HEINZ guarantees fans will want to watch the ad again and again and again. The ad will run during the second quarter, fourth commercial break of the big game on FOX.

In the commercial, four distinct, nerve-racking situations play out simultaneously to show how in so many situations, the familiarity of HEINZ can offer a little reassurance. The ad storylines include navigating an unfamiliar market (on another planet), stopping at a lonely diner (complete with a solo clown), meeting a significant other’s parents (who are evil super villains), and moving into a new (seemingly haunted) house. All scenarios are instantly made better by the reassuring presence of a HEINZ Ketchup bottle.

“For Americans everywhere, HEINZ is that staple you can always count on. No matter where you are, when you spot that iconic bottle, it has the power to make so many situations just a little bit better,” said Dalia Adler, brand building lead, HEINZ. “The big game felt like the perfect time to remind the world that HEINZ will always be there to add some goodness.”

For over 150 years, HEINZ has been there to add “goodness” to moments big and small, and is using the big game to kick off its new “Find the Goodness” campaign developed in partnership with advertising agency Wieden+Kennedy New York.

“This campaign is all about those little moments of reassurance that remind you things are going to be okay,” said Laddie Peterson, creative director at Wieden+Kennedy New York. “That’s what HEINZ brings to any situation — the goodness. What fans will see in this spot and throughout the Find the Goodness campaign is some of those moments when HEINZ made something better. And since there were too many to choose from, we’re doing something that’s never been done before in the big game: airing four spots at once. With Roman’s precision, attention to detail and cinematic eye, he was a great creative partner to pull this challenge off. We’re excited to give fans a peek into this one before the big game.”

“To think of a way that four stories can share resemblance, be on the screen together, be cohesive and visually attractive, and be inviting for the viewer to watch, was a fun challenge that gave a very interesting set of parameters to work within,” said Roman Coppola, the director of the HEINZ ad. “We tried to be creative and also strict about the form, to make the ad best suited for people to see four things at once.”

Watch HEINZ’s big game spot by visiting HEINZ on YouTube or following HEINZ on Twitter, and stay tuned for more goodness from HEINZ in 2020.

About The Kraft Heinz Company

For 150 years, we have produced some of the world’s most beloved products at The Kraft Heinz Company (NASDAQ: KHC). Our Vision is To Be the Best Food Company, Growing a Better World. We are one of the largest global food and beverage companies, with 2018 net sales of approximately $26 billion. Our portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, we are dedicated to the sustainable health of our people and our planet. To learn more, visit or follow us on LinkedIn and Twitter.

Source: The Kraft Heinz Company

Lynne Galia
Kraft Heinz

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