Heinz Hot Ketchup: Instant Hot Fries

Advertising Agency: Leo Burnett Brussels, Belgium
Creative Director: Jean-Paul Lefebvre
Creatives: Alex Gabriëls, Wim Corremans
Photographer: Marc Paeps
Retouching: Yelle@livingroom.be

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47 comments

thirty6chambers's picture
thirty6chambers
1464 pencils

Just saw this on another site yesterday. Pretty cool stuff. I'm just glad it wasn't another sauce drip that looks like a tongue.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Personally I don't find this cool at all. At least, with those "tongue" ads, I got the message in a split second and actually made me want to try it. The logic seems pretty forced here. It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually.

ahpitt's picture
ahpitt
342 pencils

ha ... I like this sentence:

"It doesn't look inviting visually, and it certainly doesn't seem entertaining conceptually."

theanc's picture
theanc
2778 pencils

I agree that visually is not appealing.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

peterstrange's picture
peterstrange
141 pencils

fresh...

ChuckNorris's picture
ChuckNorris
834 pencils

Finally something fresh for such a played out product.

Hoffenstaader's picture
Hoffenstaader
28 pencils

spicy ≠ warmth

washiam's picture
washiam
445 pencils

I agree, confused me

brain123's picture
brain123
830 pencils

I agree it is a fresh approach for the product, but not a appetising one.

NatalieM's picture
NatalieM
1687 pencils

Agreed. It is not appetizing at all, but it is a clever idea.

yun siang orangutan's picture
yun siang orangutan
298 pencils

Nah

That One Guy's picture
That One Guy
266 pencils

The first thing that came to mind was that-- somewhere i was told that ketchup makes anything taste good. But i didn't see the HOT placed on the label. So what is it?

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

I've been looking at these all day trying to decide if I dig 'em or not and if I'm being honest with myself –– I'm not a fan. I wanna like them but the thinking here is a bit off and they are such ugly, unappetizing visuals. Of course I get the joke but the frozen food is turning me off way more than the product is turning me on. I mean for goodness sake, does this really make you even wanna check out the product?

1983's picture
1983
148 pencils

it makes me say...ah

TASTELIFEBETTER's picture
TASTELIFEBETTER
120 pencils

i got the ad from the comments!!!
you know we people should be paid for explaining the ads to people!!!

huzyisundead's picture
huzyisundead
107 pencils

totally agree.. we could be rich

thirty6chambers's picture
thirty6chambers
1464 pencils

you needed an explanation? are instructions printed on your rolls of toilet paper?

liar's picture
liar
386 pencils

it's just a play with the word 'hot'.

McBain5000's picture
McBain5000
115 pencils

FSC = Five second concept....zzzzz

Rekker's picture
Rekker
123 pencils

I like it a lot
this one works better than the others...
I understood it rightaway

Heads's picture
Heads
194 pencils

It's pretty good 7/10.

martinniens's picture
martinniens
4 pencils

Nice. . .

Slashweasel's picture
Slashweasel
104 pencils

spicy ketchup -> therefore it makes food really hot -> therefore you must freeze food so the ketchup doesn't burn it/ so the ketchup doesn't burn your tongue

Sheez, what a complicated idea

ADtention's picture
ADtention
4 pencils

Just Hot Ketchup that is so hot it defreezes frozen food...
You're making it too complicated :-)

Umberto Vonspiel's picture
Umberto Vonspiel
81 pencils

Really original and nice! 7/10!
----

nomienick's picture
nomienick
44 pencils

awesome- but you just know someone's actually gonna go and give themselves food poisoning after this one - then onto the small claims court!

andré ™'s picture
andré ™
144 pencils

cool and fresh concept, but also very poor art direction.

maddoxx's picture
maddoxx
73 pencils

good approach for hot ketchup

salvarredy's picture
salvarredy
352 pencils

Nice art direction, nice photos, nice campaign, really works for me.

phoamcor's picture
phoamcor
1284 pencils

Spicy does not = heat.

Fail.

thirty6chambers's picture
thirty6chambers
1464 pencils

it's called imagination and metaphors. you fail for being stupid.

weedtweed's picture
weedtweed
62 pencils

doesnt quite work for me though.

phoamcor's picture
phoamcor
1284 pencils

You must know the simpletons who came up with this turd, which, ironically, is a proper metaphor.

jmscarane's picture
jmscarane
48 pencils

At least it's a change from seeing things "scorched" by hot food products.

jessesg5's picture
jessesg5
6 pencils

the label doesnt say "Spicey" Ketchup it says Hot Ketchup. works for me

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Yeah, I hear you. Because if it were a "spicy" kind, it would definitely be labled as such. I just wonder what this ketchup tastes like really... Does it taste JUST LIKE any other ketchup? Then what's the point of advertising, right? Could it be a little lemony? Or perhaps it's hickory smoked. Hey, you know what I think? I think this ketchup tastes like bubble gum, only it's very, VERY warm... What do you think???

thirty6chambers's picture
thirty6chambers
1464 pencils

okay so maybe it's a cultural difference and those who don't get it live in remote mountain villages on an asteroid passing Earth. However, i've always seen hot spicy food be associated with images of fire. Just about every spicy food product I've encountered has pictures of flames in the background.

copywriter.txt's picture
copywriter.txt
828 pencils

Some of you guys are way too literal.
If Spike Jonze e Charlie Kaufman act like this, Being John Malkovich had be the worst movie ever.
Picasso don't painted Guernica with literal thinking.
Even the Think Different slogan for Apple will be Think Differently.
I like this. It's very clear and clever to me.

LeeMoh's picture
LeeMoh
424 pencils

Surprising fresh concept for this advertising-killed category… that is good.

But I think a tasty-looking salad mixed with ice cubes would have improved the impact and illuminated the shudder caused by unappetizing raw frozen food.

In general I like one-shot concepts. They always quench my thirst for strong impact.

weedtweed's picture
weedtweed
62 pencils

yawn. so now i can fix up frozen food with a spicy ketchup?

PS. spicy hot is NOT temperature hot.

LeeMoh's picture
LeeMoh
424 pencils

looool.. I don’t understand how those whose the problem is “Hot means spicy not warm” work in advertising!

Omikron's picture
Omikron
6 pencils

Apart from the spicy hot/temperature hot issue, I believe the logic is broken by their own terms.

The ads should be about (spicy) hot food frozen that would imply compared to the ketchup they feel cold (not spicy).

An image of frozen chili would work for me.

mishkaa's picture
mishkaa
296 pencils

too forced.....

creativemonkey's picture
creativemonkey
21 pencils

It actually won at Cannes... I'm probably an older fart than I thought, since I too subscribe to the spicy ≠ warmth school in advertising.

samjhana's picture
samjhana
4 pencils

ye, it won the award, which would be suprising for people who made comment critical way. we should have regarded it just simply.

wizdumtuth's picture
wizdumtuth
4 pencils
deacotrim's picture
deacotrim
75 pencils

Heinz can do that! Great.

andrea cotrim
www.andreacotrim.com

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