Planning began last fall with a team comprised of executives from Heinz, YouTube, Google (which owns YouTube) and Smith Brothers.

Heinz wanted the campaign to kick off in the spring, so to fast-track planning, weekly team meetings were held, according to Google National Industry Director for CPG Kevin Kells.

Although the target demographic audience was literally anyone and everyone who uses Heinz Ketchup (Parsons said more people have ketchup in their house than salt and pepper), Kells added that they particularly wanted "June Cleaver" moms and their kids to participate.

The campaign was launched, without any teaser ads or advance promotion, on April 16. While Heinz declined to divulge total campaign costs, Parsons said, "It's an increased spend for us over last year and definitely the most comprehensive, integrated campaign in the brand's 128-year history."