Developing a uniform global marketing presence
A Heinz case study

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Page 4: Relaunching the product

Heinz 5 Image 6Before Heinz can get Heinz Tomato Ketchup onto everyone’s plate, it has to get it onto everyone’s lips. This is why Heinz is engaging in a £32 million re-launch of the product which is designed to:

  • make the brand stand for one thing the world over
  • reach new users and motivate them in different ways
  • make Heinz Tomato Ketchup famous.


The re-launch is designed to give Heinz Ketchup a single voice around the world and to motivate a reassessment of what ketchup is for and the role it plays in people’s lives.

Marketing experts say that the company is trying to reposition its product. The glass fluted bottle is one of the most recognisable Western icons of the 20th century but has never been standardised in every country in which the ketchup is sold. Interestingly, although Henry J. Heinz founded his grocery business that year, his first product was grated horseradish and he did not invent his best known variety for another seven years.

British bottles had previously carried the date 1886, the year when Henry J. Heinz travelled to London with five hampers of his 'finest and newest goods' and sold them to Fortnum and Mason, whose buyer told him: 'I think, Mr Heinz, we will take the lot.' The proud boast that the product is 'free from artificial colours and preservatives' is being moved from front to back. Heinz does Heinz does not use GM tomatoes in its ketchup.

Heinz | Developing a uniform global marketing presence
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