If anyone thought building a masterbrand with range advertising was impossible, take a look at the first of the three Heinz ads below. The “it has to be Heinz” campaign has been hugely successful in holding back the tide of retailer brands in the UK, according to the Brandgym. In all three ads, the brand merges seamlessly with vivid tapestries of English life, distilled directly from the brand’s core market. The music is moody too!
But it wasn’t all about the advertising. Apart from promoting the uniqueness of the brand’s five most profitable products, (tomato soup, tomato ketchup, salad cream, baked beans and spaghetti hoops), Heinz has also remained single minded on renovating the core portfolio (e.g. fixing the ketchup cap and flipping the bottle). To maintain 75% share of the Ketchup Market even at this stage of the recession is no mean feat.
For an more complete analysis of this success story, view this page from Mark Ritson.
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