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  • 9-JUN-2025 | Excerpts from Wunderman Thompson’s “Ridiculously Late” Campaign for Heinz

9-JUN-2025 | Excerpts from Wunderman Thompson’s “Ridiculously Late” Campaign for Heinz

Author

Dan Bogachek
June 09, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

THIS IS RIDICULOUS.

Why? The answer is simple: we’re late. Not by minutes, not even by a few days, but years. 150 years. Let us explain.

At Heinz we’ve been growing tomatoes on the finest farmland for over a century. Searching for excellence and the most exquisite taste experience means growing lots of tomaotes — using more than 5.5billion seeds per year, (and keeping our thousand growers very busy). Despite all this, we have not done a Pasta Sauce.

…

Because nothing so ridiculously good, has come so ridiculously late.

New Heinz Pasta Sauce.

Ridiculously late, ridiculously good. 🏁 

Attention grabber. “Why are they saying it’s ridiculous?”
Simple language to set the premise.

Then, the explanation: self-criticism intertwined with why they’re the best.

And of course:
Repetition legitimizes. Repetition legitimizes. Repetition legitimizes.