I personally think it was very clever marketing.  Heinz have cleared acheived what they wanted ... their product to be talked about.   Give the marketing team a bonus!

As for the ad, well I first thought, thats a bit yuck.  Dont particularly like seeing gay kissing in tv programmes so when I saw it in an advert I thought it was a bit in your face.  Not for any reason than ... if they were on all the time I would not think anything of it.  

I wasnt bothered by the advert at all, but in retrospect they might have morphed a woman into the bloke when making the sarnies and then back again before the kiss.

Its no worse than a Dr Who episode.