In a playful twist on skip culture, Heinz has unveiled Post-Post Credits—a cinema campaign that flips the traditional ad experience by placing its full spot after the movie ends.
Dubbed the first ad “interrupted by a movie,” the campaign rolls out in two parts: the first teaser plays before the film begins, and the second half is only revealed to viewers who stick around through the end credits. Those who do are rewarded with limited-edition Heinz merch and exclusive discount deals—making patience more than just a virtue.
“You’ve got to really love something to wait for it—whether it’s the final scene after the credits, or that glorious, gravity-defying pour of Heinz,” said Passant El-Ghannam, Marketing Director MEA at Heinz Arabia.
Created in partnership with FP7 McCann Dubai, MCN, and Big Kahuna Films, the campaign draws inspiration from the cult following around post-credit scenes in films.
“Post-credit scenes have become a cultural phenomenon—a little reward for those who wait,” said Federico Fanti, Chief Creative Officer, FP7 McCann Dubai. “We saw a perfect parallel with Heinz, a brand that’s always turned waiting into an experience.”
El-Ghannam added, “In a world of skips and scrolls, Heinz is a reminder that some things—like great ketchup and great scenes—are worth the wait.”
Post-Post Credits is showing exclusively at Dubai Mall’s Reel Cinemas during screenings of A Working Man on April 9, and Mickey 17 and The Amateur on April 10 and 11.
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