Dive Brief:

• Heinz Ketchup will advertise during the Super Bowl for the first time in 16 years.
• The 30-second TV spot will be the second in Heinz's history and will play on the brand's iconic status and the idea that picking up a bottle of the ketchup brings back happy memories associated with it.
• The ad is part of the "Show Us Your Heinz" campaign by Cramer-Krasselt, and specially marked bottles in stores and restaurants through February 23, 2014, will contain a QR code leading to a page where consumers can enter a photo with their favorite Heinz product for a chance to win over $400,000 in prizes.

Dive Insight:

It may be a little surprising to some that a brand as embedded in Americana as Heinz has only advertised in the Super Bowl once prior to the upcoming Super Bowl XLVIII. We'll give you a pass, because we were sure we remembered Heinz being there, too. It could be that its ads are just that memorable, as we instantly recall the years of ads playing on the brand's iconic glass bottle and its slow drip when we think of Heinz ads. 

Heinz North America Senior Brand Manager Bill Ulrick says the campaign is part of the ketchup giant's effort to reconnect with its fans. The brand had a rocky 2013 characterized by its acquisition by Berkshire-Hathaway, new CEO, the loss of a high-profile customer in McDonald's, and subsequent layoffs, so it could use certainly benefit from the re-engagement.