Heinz positioned ketchup as the masked hero of bland food by delivering ketchup to customers dining at upscale restaurants where ketchup use is forbidden.
Customers dining at high-end restaurants are able to serve themselves when their servers politely refused their reasonable ketchup requests.
In dire situations, ketchup enthusiasts could smash open our flavor boxes to save their tastebuds from tasteless food.
THE EMERGENCY BOX
When there were No hydrants or flavor boxes nearby, ketchup cravers could call on us to
make sure their entrees lived up to the expense.
When customers dialed Heinz-57, our rescue truck would deliver enough ketchup to put out
any big bland flavors.
(pls watch, even if only for the fancy VO)