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Heinz - "4 Chips"

Leo Burnett Paris Paris, France

Awards

11702

Brand: Heinz
Country: France

Advertiser: H.J. Heinz

Title	4 Chips
Title (original language)	La Barquette
Agency	Leo Burnett Paris
Campaign	4 Chips
Advertiser	H.J. Heinz
Brand	Heinz
Date of First Broadcast/Publication	2001 / 3
Product	Ketchup
Business Sector	Mayonnaise, Ketchup, Mustards
Philosophy	Leo Burnett Paris has just received a new visuel for Heinz Ketchup as a continuity of the previous campaign. The principle of the propotions' inversion is executed, the creators push the "ketchup addict" fantasy even further : they imagine a fast-food chain taking over Heinzmania by proposing the inversion in food habits. And so the ketchup is being served in a box for chips which is completely fulfilled and the chips are served per 4 in the accompaniment packet instead of the Heinz ketchup. Like for the previous campaign, the Heinz logo is enough, for its notoriety to sign the poster.
Philosophy (original language)	Leo Burnett Paris vient de concevoir un nouveau visuel pour Heinz Ketchup, dans la continuité de la précédente campagne. Le principe de l'inversion des proportions est respecté mais cette fois, les créatifs poussent un peu plus loin le fantasme du "ketchup addict": ils imaginent une chaîne de fast-food, prenant le relais de la Heinzmania en proposant elle-même l'inversion des habitudes alimentaires. Ainsi le ketchup est servi dans une barquette de frites remplie à ras bord et les frites sont offertes par 4 en sachet d'accompagnement, en lieu et place du ketchup Heinz. Comme pour la précédente campagne, le logo Heinz suffit, par sa notoriété, à signer l'affiche.
Media Type	Billboard
Market	France
AI Description	The advertisement creatively showcases a ketchup enthusiast's dream, presenting a surreal inversion of food proportions. A large tray, typically used for fries, is filled with rich red Heinz ketchup, emphasizing the brand's signature product. Accompanying it is a small packet labeled '4 Frites' containing a mere four french fries, humorously reversing traditional serving sizes. The design is playful yet sophisticated, utilizing strong visual branding with the Heinz logo prominently displayed, communicating instantly the product and brand identity. The ad cleverly engages the audience through its bold and unconventional presentation, inviting viewers to imagine a world where ketchup takes center stage in fast food dining.
Creative Director	Christophe Coffre
Creative Director	Nicolas Taubes
Art Director	Pascal Hirsch
Copywriter	Axel Orliac
Copywriter	Laurent Dravet
Photographer	Pascal Hirsch