Heinz launches the world's first ad interrupted by a movie; and people will want to stick around for it

Rhea-AI Summary

Heinz has launched an innovative cinema advertising campaign called 'Post-Post Credits' at Dubai Mall Reel Cinemas. The campaign features a unique two-part advertisement that begins before the movie and concludes after the end credits, making it the world's first ad interrupted by a movie.

The campaign will run during screenings of 'A Working Man' on April 9th, and 'Mickey 17' and 'The Amateur' on April 10th and 11th, 2025. Viewers who stay until after the credits will be rewarded with -edition Heinz merchandise and exclusive discount deals.

The initiative, announced by Passant El-Ghannam, Marketing Director MEA at Heinz Arabia, aims to parallel the brand's thick ketchup's waiting experience with post-credit movie scenes, emphasizing that some things are worth the wait in today's skip-and-scroll culture.

Positive

• Innovative marketing campaign potentially increasing brand visibility and engagement
• Strategic partnership with cinema chain creating unique customer touchpoint
• Promotional merchandise and discount offers driving potential sales

Negative

• geographical scope (Dubai only) restricting campaign reach
• Short campaign duration (3 days) limiting potential impact

DUBAI, UAE, April 8, 2025 /PRNewswire/ -- In a world where everything is skippable, Heinz is reminding people that some things, just like its thick, rich ketchup, are worth the wait. Introducing Heinz's Post-Post Credits; the first-ever ad that gets interrupted by a movie. 

Exclusively playing during the showings of A Working Man on April 9^th and, Mickey 17 and The Amateur on April 10^th and 11^th at Dubai Mall Reel Cinemas, this one-of-a-kind cinematic experience plays in two parts. The first half teases before the movie, but the real reward? That comes after the credits roll. Only those patient enough to stay until the very end will unlock limited-edition Heinz merch and exclusive discount deals, a treat, that like the thick and rich Heinz ketchup itself, is worth the wait.

Passant El-Ghannam, Marketing Director MEA, Heinz Arabia said: "You've got to really love something to wait for it - whether it's the final scene after the credits, or that glorious, gravity-defying pour of Heinz. It's irrational. It's rich. It's Heinz. And that's what this campaign is all about. In a world of skips and scrolls, Heinz is a reminder that some things like great ketchup and great scenes are worth the wait."

Federico Fanti, Chief Creative Officer, FP7 McCANN Dubai, said: "Post-credit scenes have become a cultural phenomenon between filmmakers and audiences, a reward for those who wait. We saw a perfect parallel with Heinz, a brand that has always turned waiting into an experience, in a way that only Heinz can."

Now, go to Dubai Mall Reel Cinemas, and stay put. The longer you wait, the better the reward. Because, just like Heinz, it will be worth the wait.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (NASDAQ: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

ABOUT FP7/McCann

Established in Beirut in 1968, FP7 McCann is a full-service creative agency, with connected marketing solutions across advertising, digital, social and production. As one of the largest regional networks, FP7 McCann has 14 offices across 14 countries. The agency network has been consistently recognised for its standout creativity, effectiveness, and culture; recent highlights include being the no. 1 most awarded agency in MENAT at Cannes Lions 2023, no. 1 MENAT agency at NY Festivals and the Webby Awards 2023, Agency of the Year at the MENA Effie Awards for eight consecutive years and receiving the prestigious Great Place To Work accolade in 2023.

FP7 McCann is part of McCann Worldgroup, one of Fast Company's Most Innovative Companies of 2023. FP7 McCann is also a flagship agency of the MCN (Middle East Communications Network) group.

For more information, visit: www.fp7mccann.com 

Campaign Credits

Brand - Kraft Heinz

• Passant El-Ghannam, Marketing Director MEA
• Samar Hasanin, Regional Senior Category Manager
• Lobna Saad, Head of Brand Build MEA
• Ilya Myskin, Brand Manager

Creative - FP7 McCann Dubai

• Federico Fanti, Chief Creative Officer
• Nayaab Rais, Executive Creative Officer
• Paulo Engler, Senior Creative Director & Head of Art
• Jonathan Cruz, Creative Director
• Liam Galt, Associate Creative Director
• Rob Hall, Associate Creative Director
• Diego Fernandez-Cid, Senior Copywriter
• Roy Sebastian, Senior Art Director

Creative Excellence - McCann Worldgroup & MCN

• Javier Campopiano, Global CCO, McCann Worldgroup
• Adrian Botan, Global ECD & CCO Europe, McCann Worldgroup
• Carmem Bistrian, Global Product Excellence Director, McCann Worldgroup
• Lara De Souza, Creative Excellence Senior Manager, MCN

Production - FP7 McCann Dubai & Big Kahuna Films

• Kaue Akimoto, Motion Designer, FP7 McCann Dubai
• Murilo DePaula, Video Editor, FP7 McCann Dubai
• Jessica Younes, Senior Producer, FP7 McCann Dubai
• Amin Soltani, Director, FP7 McCann Dubai
• Eddy Rizk, CEO, Big Kahuna Films
• Zaid Mohammad, Editor, Big Kahuna Films
• Belal Hibri, Grading, Big Kahuna Films

Account Management - FP7 McCann Dubai

• Tarek Ali Ahmad, Managing Director
• Sana Omran, Head of Business Leadership
• Amr Lotfy, Account Director
• Maryam Aqueel, Account Manager
• Fernanda Stein, Social Media Manager

Public Relations & Communications – Current Global MENAT

• Peter Jacob, Managing Director
• Jude Lahham, Account Director
• Riya Awtaney, Account Manager
• May Hajouj, Senior Associate
• Aastha Chaurasia, Associate
• Umar Gulamnabi, Junior Associate

Company Credits

• Creative, Production & Account Management: FP7 McCann Dubai
• Production house: Big Kahuna Films
• Servicing production house: Mitra Film SRL
• Editing PH: PixelMob
• Sound Design: Mango Jam
• PR & Communications: Current Global MENAT

Photo: https://mma.prnewswire.com/media/2659980/Heinz_Launch.jpg

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/heinz-launches-the-worlds-first-ad-interrupted-by-a-movie-and-people-will-want-to-stick-around-for-it-302423219.html

SOURCE Heinz

FAQ

When and where is Heinz's Post-Post Credits campaign running?

The campaign runs at Dubai Mall Reel Cinemas on April 9-11, 2025, during screenings of 'A Working Man', 'Mickey 17', and 'The Amateur'.

What rewards do viewers get for watching Heinz's full Post-Post Credits ad?

Viewers who stay until after the credits receive -edition Heinz merchandise and exclusive discount deals.

How does Heinz's Post-Post Credits advertisement work?

The ad plays in two parts: one before the movie begins and the second part after the movie's end credits roll.

Which movies are participating in Heinz's Post-Post Credits campaign?

'A Working Man' on April 9th, and 'Mickey 17' and 'The Amateur' on April 10th and 11th, 2025.