Heinz, home of the ketchup you know and love, is celebrating its 150th anniversary with the launch of our new campaign - 150 Years of Clean Plates.

Nothing shows the great taste of a meal better than an empty plate, something Heinz has been consistently helping with for more than a century. 150 Years of Clean Plates tells the story of how Tomato Ketchup, and other Heinz products, have stood the test of time. From weddings to drive-thrus, the campaign captures moments over the last century where Heinz Tomato Ketchup has made meals better.

The choice of music was always going to be an integral part of such a simple (and effective) concept and visual idea. The rhythm of the track lends itself perfectly to the type of edit the creative team was hoping to achieve - there are moments where the track marries to the spot so closely it's hard to imagine one without the other.

While the track is very obscure (it was the B-Side to a 1962 comedy single) it's extremely catchy and makes the spot memorable. The track's lyric - "I Like It" - becomes a kind of campaign slogan and the tone of the track combines a sense of childlike fun with warm nostalgia which aligns perfectly with the brand's multigenerational appeal.

The overall goal was to make the viewer smile, better still make them laugh.