Agency

1984

Work by 1984, reviewed and scored.

1article 72average Crown Score

Heinz The Wait advert, 2024, diners waiting for ketchup, agency 1984

72/100

Campaigns Heinz 2 Sep 2026

Heinz “The Wait”: the ad that made ketchup the hero by leaving it out

Heinz's 2024 advert The Wait, by Chilean agency 1984, never shows a bottle. We review the insight, the craft, the awards and why absence sells for a category leader.