In today’s on-demand consumer culture Heinz is doing something counter-intuitive. In its latest campaign, aptly titled “The Wait,” the iconic ketchup brand is celebrating (or maybe commiserating) delayed gratification through some clever contextual ad placement by Carat.

“We recently commissioned a global survey and found that 55% of respondents are willing to wait longer to pair their meal with Heinz ketchup,” explains Jacqueline Chao, senior brand manager, Heinz North America.

“We’ve become impatient consumers, and in an era where we want everything fast, waiting is actually an act of love,” says Felipe Manalich, founder and CCO of 1984, the creative agency responsible for the TV spot.

Chao says the campaign highlights the irrational (her word) lengths of time Heinz fans will wait for their preferred ketchup. That’s the celebratory aspect. The commiseration is in how, when and where Canadians will see the ad spot.

Specifically, “The Wait” creative runs on YouTube and programmatic online video, while also targeting those consumers “who are experiencing wait times on different occasions, such as near transit stops, airports, and during file transfers/downloads,” adds Chao.

(Granted, unlike waiting for Heinz, one can’t usually opt for a different, off-brand bus or flight, but Heinz never said it was a perfect metaphor.)

The Zeno Group handled North American PR for this campaign, which is Heinz’s first global campaign since the brand launched its new creative platform, “It has to be Heinz.”