Heinz To Merge With Kraft

Via USA Today:

In a jolt touching pantries across the globe, H.J. Heinz and Kraft Foods Group (KRFT) will merge into the world's fifth-largest food and beverage company — bent on cutting costs, growing internationally and evolving into a more consumer-focused company. The massive merger, valued at about $36 billion, will allow Kraft "to move and grow faster than we could on our own," Kraft CEO John Cahill said. He would become vice-chairman of the newly-formed Kraft Heinz. The companies had been unanimously approved by their boards of directors. The new firm will be headquartered in Pittsburgh, home of Heinz, and in the Chicago area (Kraft). There are no plans to close either operation. The new company will have revenue of approximately $28 billion and will hold a portfolio of brands, including Heinz, Kraft, Oscar Mayer, Ore-Ida and Philadelphia.

RELATED: In recent years Kraft has been the target of anti-gay groups due to its rainbow Oreo campaign in recognition of gay pride. In 2013 One Million Moms went after them for their "disgusting" ads for Zesty salad dressing. In 2008 Heinz was criticized by British gay activists after they caved to complaints and pulled a lighthearted mayonnaise campaign that featured a deli counter clerk kissing a male customer.

British Tab Attacks Heinz

A British tabloid based in gay-friendly Brighton published a front page photo of two men kissing in a story attacking Heinz for pulling their now world famous mayonnaise ad.

“We were disgusted at Heinz for pulling their ‘gay kiss’ ad and for apologising so readily for their own ‘offensive’ imagery,” said Torsten Højer from One80news. “We just couldn’t believe that in 2008, the sight of two men affectionately kissing really offends that many people - so we thought we’d put an image of a gay kiss out there.

"It’s well-documented that familiarity can combat prejudice, and One80news is available throughout Brighton and Hove, in bars, cafes, shops, libraries and even leisure centres – and online. "The more people that see positive images of same-sex affection, the better.”

The newspaper reports that community leaders in gay-friendly Brighton and Hove are joining gay equality organisation Stonewall in condemning Heinz’s anti-gay decision to axe the advert. “This ad was imaginative and represents a massive leap forwards in that it dared to represent gay parents, say Phelim MacCafferty, LGBT spokesperson for the Brighton Green Party. “This cowardly withdrawal by Heinz reminds us that there are organised forces which have vested interests in keeping all LGBT people off the screens altogether.”

The paper is encouraging Brits to call Heinz and complain. It's the story that will not die. I imagine that Heinz is not entirely unhappy.

CNN Takes On Heinz Mayo Story

NYC-based gay activist Wayne Besen appeared on CNN last night as the Heinz Deli Mayo story continues to grow.

Why oh why do all the anti-gay callers on these shows have to have country accents?

Much Ado About Mayo

Well, now there's an online petition to get Heinz to put the New York Deli Mayo ad back on the air in the UK.

At least 205 people have so far complained to the Advertising Standards Authority about an advert featuring two men kissing. An ASA spokesperson told PinkNews.co.uk they had also received around 50 emails and calls from people who are upset that Heinz decided to take the ad off the air.

Gay equality organisation Stonewall said the complaints were part of an orchestrated campaign, similar to the one that targeted their "Some People Are Gay: Get Over It" billboard adverts.

Another orchestrated campaign, this time an online petition demanding that Heinz reinstate the advert, has already collected 1,300 signatures. "We originally only intended it to gain a few signatures more than 200, for argument's sake," said petition creator Sam Bannister.

"But as the day has worn on we ended up with nearly 1,000 in the space of 12 hours."

The petition reads: "We feel that the decision to withdraw the advert is wrong in the face of a small number of narrow-minded individuals. By doing so, Heinz have given the impression that they would prefer to cater for the homophobic than the free-thinking, and the decision has provoked upset, brand distrust and outrage among the LGBT community and outside of it. Do not bow down to these homophobic individuals."

Sign the petition here, if you are so inclined.

Heinz Ad Pulled Due To Complaints

The Heinz Deli Mayo ad that I posted about last week has already been pulled in the UK due to complaints over the male kiss.

Nigel Dickie, of Heinz UK, said: 'It is our policy to listen to consumers. We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it. 'The advertisement, part of a short-run campaign, was intended to be humorous and we apologise to anyone who felt offended.'

The advertising watchdog has yet to confirm if it will investigate the Heinz commercial, one of the most complained about commercials this year. Viewers said it was 'offensive', 'inappropriate' and 'unsuitable to be seen by children', while some parents were angry that they had been forced to explain same-sex relationships to their youngsters who asked them about the ad.

So much for the famed British sense of humor.

The Heinz Deli Mayo "Mum"

Wow, this is cute. From the Guardian UK:

Heinz is set to challenge some viewer expectations with a light-hearted TV campaign that features two men sharing a kiss. The TV commercial, which promotes a new range of dressing called Heinz Deli Mayo, breaks tonight and will be supported by a press campaign. Heinz' new ad opens with a family on a normal morning routine with a young boy and girl getting ready for school and their father preparing for the office.

The young boy and girl go to the kitchen to get their sandwiches, which are being prepared by a man with a New York accent dressed in a deli serving outfit who they refer to as "mum". When their father goes to get his sandwich he says to mum in the kitchen "See you tonight love". However, mum barks back "Hey, ain't you forgetting something?", at which point the two men share a kiss. Mum then sends the father off with the words: "Love you. Straight home from work, sweet cheeks."

The TV ad is the first by Heinz's new ad agency AMV BBDO since it won the £10m a year UK business last year. AMV BBDO said that the concept behind the campaign is that the product tastes so good "It's as if you have your own New York deli man in your kitchen". The TV campaign will run for five weeks and be supported by press ads of the deli chef and the strapline "Give your BLT a little NYC".

Congrats to Heinz and BBDO for a clever, respectful, humorous take on gay families (depending on how you read the ad). And the kiss is really very sweet.