"The best things come to those who wait" was a slogan used in an

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

launched by the

H. J. Heinz Company The H. J. Heinz Company is an American food processing company headquartered at One PPG Place in Pittsburgh, Pennsylvania. The company was founded by Henry J. Heinz in 1869. Heinz manufactures thousands of food products in plants on six contin ...

in 1987 to promote its Heinz brand of

tomato ketchup Ketchup or catsup is a table condiment with a sweet and tangy flavor. The unmodified term ("ketchup") now typically refers to tomato ketchup, although early recipes used egg whites, mushrooms, oysters, grapes, mussels, or walnuts, among oth ...

within the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...

. The campaign was pitched and handled by the

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...

Leo Burnett Worldwide Leo Burnett Worldwide, Inc., also known as Leo Burnett Company, Inc., is an American advertising company, founded on August 5, 1935, in Chicago by Leo Burnett. In September 2002, the company was acquired by Publicis Groupe, the world's third ...

, who had been responsible for the marketing of Heinz brands since 1974. The central concept of the campaign was that even people in a hurry would wait for Heinz ketchup to trickle out of its glass bottle. Advertisements with the slogan "The best things come to those who wait" appeared in print, on billboards, on

television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...

and in cinemas throughout the early 1980s. The campaign was a popular and critical success, with a number of its print and television/cinema pieces garnering awards from the advertising community. The television and cinema piece ''

Rooftop A roof ( : roofs or rooves) is the top covering of a building, including all materials and constructions necessary to support it on the walls of the building or on uprights, providing protection against rain, snow, sunlight, extremes of temper ...

'', an early role for actor

Matt LeBlanc Matthew Steven LeBlanc (; born July 25, 1967) is an American actor. He garnered global recognition with his portrayal of Joey Tribbiani in the NBC sitcom ''Friends'' and in its spin-off series, ''Joey''. For his work on ''Friends'', LeBlanc r ...

, went on to win a Gold Lion at the Cannes Lions International Advertising Festival, considered one of the most prestigious awards in the industry.

References

{{DEFAULTSORT:Best things come to those who wait American advertising slogans Food industry advertising slogans 1987 neologisms Heinz