Hoang Ngoc Linh – EBBA 11.

1
ADVERTISMENT : Heinz Ketchup – Ed Chup

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Platforms:
Social media, online and TV.
Who deliver it :
Heinz Ketchup is a legend and market leader. But any leader position must be
defended. The competition has woken up and new, small, scrappy and above all
trendy ketchup manufacturers are bringing their natural, non-industrial varieties
onto the market. So it is easy for a brand like Heinz to suddenly become old-school
and out of fashion. They have to be constantly showing their strength.
Its audiences:
To stay in the conversation, maintain and expand their lead, activate their core
target group, and reach out to and persuade new target groups.
And with a celebrity campaign that does all this and more. And the celeb is Ed
Sheeran. Sounds good to everyone. It works really well as a advocacy campaign
for Heinz Ketchup. Its persuasive because people are more likely to buy a product
if you see a familiar face using it also. And Ed-Sheeran is always on top of the
famous singer .
Its Content
It’s no secret that Ed Sheeran is a longtime fan of Heinz Ketchup. He’s professed
his love for it on Twitter, in interviews, and he even has the Heinz Ketchup logo
tattooed on his arm.

Heinz has now taken the singer’s love for the condiment to a new level,
transforming one of his direct messages to the company about an ad idea he had
into an actual television commercial.

This issue is elegantly explained by Ed Sheeran who – as both narrator and

advocate - makes clear straight away that he was the one who contacted Heinz with
a spot suggestion for their ketchup because he thinks it's great. And then he tells us
what his spot - which we are watching - might look like. It is a nice twist.

Storyline somewhat predictable, but with a wink and a nudge: Ed Sheeran comes
to a fancy restaurant, all fancy, but boring. Food comes and then... well, what does
he always have with him everywhere he goes? Yep, you get the idea..
With imaging that suits the storyline, convincing acting and good casting, the
agency and production deliver a good spot and resist the temptation to become all
too focused on the great Ed Sheeran.

Beautifully done, entertaining and also believable. That's exactly what a

testimonial spot should look like. But also leaves us with the feeling of
predictability, of having seen all of this somewhere before.

It is persuasive because of Ed Sheeran’s charming, and he narrates the commercial

as though it’s a pitch. The effect makes it feel like you’re watching a movie clip
instead of an ad. He convinces you that all the “posh” food and sauces are nothing
without his backpack-based Heinz. And its also convinces people that every
restaurant on the world must have a Heinz ketchup on their table , because its
tasty , and create a sense of curious about how it tastes for viewer .