2017 marks the 10th anniversary of the award-winning drama Mad Men, a show about Advertising executive Don Draper which draws inspiration from the golden era of 1960 Advertising. In an iconic episode from season 6, the team led by Don Draper pitches a campaign idea to the Heinz clients: “Pass The Heinz.” Unfortunately for him, the fictional marketing team from the show didn’t approve the idea.

Heinz is also an American icon. Heinz ketchup has been a staple of American dinner tables and backyard BBQs for generations. And that relationship has expanded across a portfolio of condiments and products. Heinz never settles on taste and our customers never settle for less than the great taste of Heinz. But despite the brand love, new competitors were putting pressure on this relationship and it was important for the Heinz message to come to the forefront again.