In the sixth season of the show, adman Draper showed Heinz executives pictures of a hamburger, a steak, and French fries without ketchup. He flipped plastic overlays onto the images and revealed the tag line--the executives balked at the bare ad and said they would prefer to see the bottle.
"You look at these beautiful shots of empty fries or a burger, and there's something missing," Anselmo Ramos, chief creative officer of Heinz's ad agency David Miami, said to Adweek. "And when you say 'Pass the Heinz,' that's all you need to say. You don't need to show the product."
David Miami teamed up with Draper's fictional 1960s firm Sterling Cooper Draper Pryce for the campaign that launched Monday in New York City. Each photo will get its own billboard, print ads will run in the New York Post, and the fries image will appear in Variety.
Mad Men ended after a seven-season run in the summer of 2015, and July will mark the 10th anniversary of the premiere. After taking decades to "chew on it," Draper is finally getting his Heinz ad deal.