In one of Mad Men’s most famous scenes, Don Draper pitches an idea for an ad about ketchup: there is no product, just the tagline “Pass the Heinz”. In 2017, Heinz turned this fictitious campaign into a reality, creating three printed posters of classic American food (fries, burgers and steaks), without the picture of the product, the familiar colours of the brand, or anything else that could remind to anyone what the ad was really about. Anything except for the phrase “Pass the Heinz”.