Developing a uniform global marketing presence
A Heinz case study

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Page 5: Elements of the relaunch

June 1999 saw the start of the re-launch of Heinz Ketchup which included six key elements.

1. Positioning
Heinz 5 Image 5In the past Heinz Ketchup has been positioned to appeal to different consumer groups in different parts of the world. However, as a world brand, Heinz Ketchup will benefit most from a unified positioning and a single set of values. The brand will speak loudest if it speaks with one voice, and the voice Heinz Ketchup will speak with is the voice of the world’s youth - the consumer group which truly transcends national borders. Young people across the globe have embraced modern ideas and consumer patterns far more readily than their parents. It makes sense therefore to win converts in new markets (what the marketer refers to as ‘early adopters’) who will spread the message to others who may be more reluctant to try new products.

2. Advertising
The new positioning strategy is being supported by a $50 million global advertising campaign which uses irony and humour to reflect Heinz Ketchup’s distinctive, laconic, cool and confident personality. The UK television campaign started in September 1999 and poster sites were also part of the media mix.

'Some of the Heinz Tomato Ketchup never comes out,' begins one advertisement. 'It just stays stuck in there and we can only look at it. This part of the ketchup will never be understood. This part of the ketchup has issues. Heinz Ketchup. Some of it has issues.'

3. Usage occasions
Advertising and other communications will encourage a new mind-set about Heinz Tomato Ketchup and the role it plays in everyone’s everyday eating. Promotions with new and traditional host foods will reinforce the message at the point of sale and in the home.

4. Label design
A global brand needs a global visual identity. The many faces of Heinz Ketchup around the world will become one. New label designs have been developed by brand design consultancy jkr (jones knowles ritchie). The harmonised designs reinforce the brand’s iconic status with the ideal balance of typography and graphics. The 57 Varieties slogan makes a return to the neck label and there’s a cleaner, clearer back label too.

5. Range
The elements that contribute to the brand’s world famous design have been extended across all bottles in the new range. Until now the European range has lacked cohesion. Different bottle shapes and diverse label dimensions have served to reduce impact on shelf and diffuse the brand’s identity. A completely new range will be introduced to create a close-knit family of 12 bottles (down from 24). The distinctive fluted glass bottle shape is an icon; an instantly recognised hallmark of the real thing in ketchup. A new fluted squeeze bottle was introduced in late 1999, bringing even greater levels of impact and interest.

6. Consumer communications
It is widely recognised that good communications are required to present positive messages about products and their attributes. Heinz Tomato Ketchup has been supported by a well targeted communications strategy that includes:

  • Schools football - Heinz Tomato Ketchup is recognised as the premier supporter of English Schools football. The first ever Heinz Ketchup Cup final was played at Highbury on 17th May, 1999 and broadcast on Channel 4 on 5th June. In the year 2000 the brand will expand its support into Scottish and Northern Ireland schools. Research shows that the sponsorship is already encouraging a positive reappraisal of the brand.
  • Lycopene - There’s more and more evidence to suggest that Lycopene, the substance that makes tomatoes red, has significant health benefits, particularly when the tomatoes have been processed into ketchup, soup and other products. Several studies suggest a link between increased lycopene consumption and reduced risk of heart disease and cancer. Heinz will be investing heavily in research and communications to bring the lycopene message home to consumers. The Heinz Tomato Ketchup neck label, for example, includes the words ‘source of lycopene’.

Heinz | Developing a uniform global marketing presence