heinz ads

sandra,

you adequately visualize your line (=that they will love it as if it were ice cream, candy, etc.) but you have chosen to work with food kids already love. what kid doesn't already dig a hot dog or some deep-fried goodness? the ketchup is adding very little in terms of making it better here.

choosing a food kids usually don't like -take broccoli as an example- would have been clearer to make me understand the benefit of your product but it would have bordered on overpromising. if people tried it out and the toddler didn't dig his spinach because heinz landed on top of it, they'd be let down.

this is not a bad campaign but it's a very tricky area because of how closely it's tied to reality. I'd think about using foods that actually tasted vile or use visual metaphors like cardboard instead of fried foods. that's not to say it would be a funnier ad, I'm merely suggesting a more logical approach.

finally... reword the "kids will love your food" line. it's soooo flat-footed. perhaps "make them love your food" or something that sounds a bit more aspiring, suggesting and not so directly promising. this isn't a math equation.

nice campaign
take food kids hate and try to keep the drawing with the ketchup as minimal as possible

- Here I should have written something smarter -

i recall seeing something like that already...but with, as the others already suggested, food kinds normally would spit out.

i agree with the guys above. use food, kids normally don't like. apart from that: very nice work!
i also recall a similar message in a campaign, but i think it was different. not sure though.

This campaign was done in UK about fifteen years ago using foods kids dislike. Green bean topped with ketchup. Move on.

I would really like to see the campaign you're talking about, never saw something like that.
the product here was talking to a community that eats the same boring food every day.
here we had to suggest the mother to use Heins, to make them love the food.
we used images of candies to relate it to the kids world.

One of the executions put broccoli in an ice cream bowl with ketchup poured on top to look like chocolate sauce. There was another where there was a beefburger on a plate. Instead of the usual accompaniment of fries, green beans were used, smothered with ketchup. I'm not defending this work in the slightest, because I didn't think it could work.

By the way, aren't kids already putting ketchup on the foods you show in your ads, and don't they love eating that junk? I'm not sure what you're trying to achieve here.

I agree with Pete. Also, it's probably just me but I think that food you are using looks totally gross. Hotdogs, fried stuff, chips, etc. These are all things kids already chow down on without any problems.

well, that was the brief, the people we were talking to, are tired of this food, they eat it on a daily basis. Heins brings a new taste, something refreshing to their plate, something they can relate to.

by the way, this campaign worked like magic :-)

Sandra:

Isn't the brand name in spelled with a 'z' and not an 's'?

Pete2
yes, it is with Z, sorry, my mistake...

BFB
the campaign came out at the religious people in Israel, and yep, it worked...

Pienter
something they can relate to, I mean, Ketchup.
They do use this product, but not Heinz.

I get all the remarks and I think that a better copy would be (as krautland suggested):
"make them love your food".
I Tried to translate the Hebrew copy to English with not much luck...