In 2000 Heinz announced they were withdrawing their Salad Cream from sale due to lack of interest. There was a huge outcry amid vast free publicity for Heinz.
Then, a few months later, they changed their mind (surprise, surprise) and said they would be re-starting their Salad Cream range, albeit rebranded and with a slight change of recipe. Their rethink got them.....you gussed it...vast free publicity.
These guys don't do things lightly and they know how to manage a story.
So when they commissioned the advert with a New York deli chef standing in as a "mum", they won't have done it lightly. The advert (below) would have gone through all sorts of checks and approvals.
It's actually very funny, in my view. They've had 200 complaints against it. I suspect they will receive more about the withdrawal of the advert and that we haven't heard the last of this one. Heinz may still emerge "apparently" smelling of roses having made sure that their new Deli Mayo is a sure-fire winner - thanks to loads of free advertising.
To complain about the withdrawal, here are the relevant contact details courtesy of LibDem Voice:
Nigel Dickie, Director of UK Corporate and Government AffairsTelephone: 020 8848 2726
Heinz’s free phone number: 0800 528 5757
I have just emailed Mr Dickie.