Orlando Fried Tomato Sauce, new campaign.
Orlando Fried tomato Sauce, the legendary brand from Kraft Heinz asked El Laboratorio to do their new repositioning campaign.
Under the concept of “No other fried tomato sauce tastes like Orlando”, the campaign focuses on the differences between the original taste of Orlando and other brands.
The creative line, white lies, shows a father serving an ordinary fried tomato sauce to his son, while at the same time trying to cover up the sad demise of his pet. The sharp kid soon discovers that it’s not his favourite fried tomato sauce and that his pet fish has died.
The campaign, consisting 20 second and 30 second ads was shown all year on TV and Internet.