June 2007

Heinz mayonnaise. Now in squeeze bottle.

Advertising Agency: Leo Burnett, Brussels, Belgium
Creative Directors: Jean-Paul Lefebvre, Michel De Lauw
Copywriter: Vincent Daenen
Art Director: Guido Goffeau
Photographer: Philippe Lermusiaux
Account Supervisor: Chantal Claes
Advertiser's Supervisor: Elke De Clercq - Marketing Director

Comments (30)

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Davosk's picture
Activity Score 4815

Why would anyone want to eat a plate of mayonnaise or a plate of spagetti with mayonnaise for that matter. The two don't match creating a conflict which doesn't make the product appealing at all.

Pacific Blue's picture
Pacific Blue
Activity Score 335

For God Sake, they are Belgium!!!!!
They puy mayonaise ON EVERYTHING, from fries to muzzle.
And the best beer of the world!!!!

The idea is so simpe than it really works.
I miss the knive, and probably would take off the glass from the picture.

Davosk's picture
Activity Score 4815

You haven't convinced me, sorry.

Yokel's picture
Activity Score 604

It's true! (Belgians are weird in their culinaryness).

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Brussels sprouts. Case closed.

Chris's picture
Activity Score 1935

The best beer in the world is from bavaria.

velle's picture
Activity Score 1550

omg, those belgians.

also, thats not a plate of spaghetti. look again.

Phony Ads's picture
Phony Ads
Activity Score 149


Willey's picture
Activity Score 140

What am i supposed to be eating here? "camouflaged" mayonnaise or spagetti?

Davosk's picture
Activity Score 4815

Waiter, give me a steak and an ashtray. Oh and a tub of margarine with a spoon.

jennywhx's picture
Activity Score 1142

it make me want to buy it to try whether i can make a plate of spaghetti like this, but not to eat it. haha.

twelve_noon's picture
Activity Score 617

this is clever and communicates the benefit of the squeeze bottle... simple, clear, gets to the point... and of course it doesn't say 'goes with spaghetti' just that the meyo will look like it..

axelk's picture
Activity Score 286

true twelve_noon. it just communicates the advantages of the bottle not the product itself. i don't really know the product but as the headline tells us. this mayo comes in a squeeze bottle now as opposed to before

ripster's picture
Activity Score 152

twelve_noon has said it. The matter here is not about taste and flavour. Heinz Mayonnaise is now available in a squeeze bottle, so a long distinguished squeezed line of mayo is the best you could show.

the only aspect that bothers me is the color of the mayonnaise. Looks a lil too spaghettish. Would this pretty bright mayonnaise evolve a yellowish color the deeper you look into? Mayo is more shiny, has more spectacular highlights than spaghetti, so it should look different in terms of color and luminance. Apart from that the art direction is almost fine.

itch's picture
Activity Score 806

looking at the simply spaghetti makes me hungry !!

* it's not how good you are. it's how good you want it to be *

Brainsugar's picture
Activity Score 1631

Becarefull you may vomit!! it's mayo! not spaghettis!

Rog's picture
Activity Score 6080

Confused take away.

>>>> That's not an ad. THIS is an ad.

hrd2mpress's picture
Activity Score 62

so they make mayo from flour now do they?

Conceptual-eyes's picture
Activity Score 1475

This is impossible, the strands would be able to go underneath each other. This is a terrible ad, terrible.

the_watering_hole's picture
Activity Score 4

For someone with conceptual-eyes, you don't really have good vision mate. It's simple because Heinz means thick... and now in squeeze bottle means that it's easy to flow and you don't have to keep knocking the bottom. So for your understanding and most of the suits up here who haven't got it, it's thickness you can now squeeze out so easily. Use some imagination people and don't bag a good ad just because you couldn't come up with it first.

drunk dave's picture
drunk dave
Activity Score 1066

Nice one. Mayonnaise and chips in horse fat.... hmmmm. Nice thought to sell a thick mayonnaise sauce.

Guest's picture

The message is cleare and simple, the spagetti as it is on the plane is unappeling, it is missing something, and of course the answer is the flavor or in this case the mayonaise. very clever way of call the attention of the consumer.

Guest's picture

so WTF is it ? mayo or spaghetti ???

Anabel's picture
Activity Score 46

i don't like it at all.

Andrey Vaslit's picture
Andrey Vaslit
Activity Score 210

Eat that will raise you cholesterol to clouds, it'll kill you.
But like the way to show it was a squeeze bottle =].

Guest's picture

It just reminds me how artificial the Heinz product is. Real mayo should not do that. Quality mayo doesn't. Negative appetite appeal for me.

K.I.D_PUNK's picture
Activity Score 151

Sooooooooooooo GoooooooooooooooooooooooooD.

Guest's picture


ralphstieber's picture
Activity Score 136

simple, scary... cool. it works.

iambusy's picture
Activity Score 2219

works for me