Heinz launches its new product, Tomato Frito, and the agency WUNDERMAN THOMPSON trusted Glassy with the production of its international campaign.
The challenge. Think, design, build and pre-produce in less than 2 weeks not only the main spot, but also many different cut downs, social media content and key visuals, and then shoot it all in 2 days.
How did we do it?
We had 4 units working simultaneously. The main unit, commanded by Bernat Lliteras, shot the film, while Mike Palafox directed the food scenes with the second unit, bringing his style and consistent direction to all the tabletop shots. The third unit, GLASSY’s in-house team, created the digital social media assets called “fritomania”, and the fourth, with photographer Josep Maria Roca, shot the key visuals.
Regarding the locations, we rented a castle in the middle of the woods where we built all the different sets and stages as if it were a huge studio. We also shot in a spectacular house and in a real supermarket. Last but not least, we had a great casting and an outstanding crew of art, production, product specialist, camera & light.
“All of it directed by the one and only Bernat Lliteras.”
The Spot
The result is an extremely aesthetic, minimalist and colorful commercial, typical of Heinz, with a touch of very German humor.
A very powerful casting with great personality and a gift for humor.
Art is one of the protagonists. In close-ups, it becomes more graphic, minimalist and highly iconic. In wider shots, it takes on a more organic dimension, with a naturalistic approach.
What they said
“We went for an over-explained tone, images with an excessively ordered composition … all aimed at heightening the humour and sarcastic tone of the piece”
Nacho Rojo · Creative Director, Wunderman Thompson Spain
18 Oct 2023 (opens in a new tab) · Translated from Spanish
After all, we had great fun.
Proof of it is our behind the scenes video. Don’t miss it!
In the press
- HORIZONT Warum Kraft Heinz jetzt für Tomatensauce statt für Ketchup wirbt 11 Oct 2023 (opens in a new tab)
- Periódico PublicidAD Nuevo spot de Wunderman Thompson España para Heinz Alemania 17 Oct 2023 (opens in a new tab)
- Marketing Insider Review Kraft Heinz lanza Heinz Tomato Frito en el mercado alemán con una campaña bajo el claim ‘Your Heinz for cooking’ 17 Oct 2023 (opens in a new tab)
-
‘Frito’, el nuevo producto Heinz que aterriza en Alemania y genera innovación en su mercado
17 Oct 2023
(opens in a new tab)
-
En Alemania también tienen tomate frito
18 Oct 2023
(opens in a new tab)
