If you were one of those Mad Men fans that felt that some of the fictional ad campaigns created in the show were better than any we’ve seen in real life, then you’ll be pleased to hear that one of them has crossed out of the world of TV into the real world (specifically onto the billboards of New York).

The campaign in question is a set of print and poster ads for Heinz ketchup that Jon Hamm as Don Draper pitched during a 2013 episode of the series. Draper pitched a daring ad campaign to Heinz execs, for the brand’s ketchup, that proposed not showing the product at all. Instead, the ads would show close-ups of foods that go great with ketchup—french fries, a cheeseburger, a slice of steak—but without any ketchup in sight.

Draper’s idea was rejected in the show, but now at last it is being given its time to shine having been brought to Heinz by ad agency David. Check it out below:

In recognition of its full co-opting of the Mad Men idea, David has listed fictional agency Sterling Cooper Draper Pryce alongside its name in the campaign credits. The campaign is only enjoying a limited run as it is mostly a PR stunt, but the simplicity of the ads’ message means they will still resonate with those who’ve never seen the show.

Well played Heinz! Now let’s see if any more of Don Draper’s ad concepts make it into the real world!