Heinz
His Heinz-ness
Production, Set Styling, Art Department Sourcing, Crew Management, Prop Fabrication, Commercial Production
Unreasonable Studios brought The Southern Influence in to produce a series of ads for Heinz Simply Ketchup featuring YouTube sensations The CAN Family. Shot in the family’s Texas home, the campaign transformed an agency concept into a fully realized, Top Chef-style competition for the approval of youngest son Niko, better known on set as “His Heinz-ness.”
From Family Home to Full Set
TSI transformed the CAN Family’s home into a complete commercial set built around the larger-than-life cooking competition. Producer Arielle Olfers led the production and helped shape the art department through visual inspiration, sourcing and styling that made every frame feel playful, polished and unmistakably Heinz.
Making the Impossible Functional
The concept called for a custom throne, chef uniforms, camera-ready dishes and a fully functional mashed potato volcano that erupted ketchup on cue. TSI coordinated the crew, art department and physical production required to make every ambitious element work beautifully, safely and on schedule.
Big Idea, Lean Crew
The entire series was captured in a single shoot day with a crew of just 15. Matt Mayer directed, Andrew Hajek served as Director of Photography, Michelle Zauzig as Executive Producer and Arielle Olfers as Producer. The finished Heinz Simply Ketchup creative has earned more than two million views on YouTube alone.
