Heinz advert for Halloween presents a new black mayonnaise
The DAVID Säo Paulo agency was in charge of the advertising campaign
Heinz’s Halloween advert is a tribute to classic horror movies.
Halloween is here, and brands are launching their products during a month that allows them to be especially playful before the Christmas campaign begins. One of the most active companies is Heinz, which has released a special edition of its mayonnaise… in black.
The brand pays homage to classic horror cinema, creating a mysterious atmosphere full of bloody scenes… that aren’t actually blood.
Heinz – Mayo Halloween
The Heinz advert is titled “Mayo Halloween” and was created by the agency DAVID São Paulo. The campaign introduces a unique mayonnaise made with black garlic, giving it a gooey texture that closely resembles the blood used in classic horror films.
It’s precisely within that world of black-and-white horror films that the brand builds a story full of bloody scenes, where blood is depicted as a thick, black substance. At first, we think it’s just a stylistic choice, but when color returns to the screen, we discover Heinz’s star product: a black mayonnaise.
According to Renato Simon, Creative Director at DAVID São Paulo: “We used the visual language of classic horror to build the story up to that moment of revelation. When the viewer expects red, they are met with black. That contrast is what brings the product to life on screen.”
Meanwhile, Thiago Lopes, Marketing Director at Kraft Heinz Brazil, commented: “We want our limited editions to connect with culturally significant moments for our consumers, extending the experience of those special dates through our products.”
Watch | YouTube
