Magazine article Marketing

Marketing Society Awards for Excellence 2005: Customer Insight

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Customer Insight

Article excerpt

WINNER Client: HJ Heinz Agency: In-house 

The Heinz Tomato Ketchup bottle is one of the most iconic marketing symbols in the UK, while the brand commands a 66.5% volume share of the ketchup market.

Since the product's launch in 1896, Heinz has looked to continually evolve the design and packaging of the sauce, with such innovations as the move from glass to plastic bottles in 1987.

By 2001, it was time for further innovation. Consumer contact data found customers still loved Heinz Tomato Ketchup, but had one or two niggles about the bottle.

Focus groups reviewed the packaging and consumer issues, and fed back a handful of consistent messages which were used as a starting point.

The subsequent design of the Top Down format (570g bottle) scored higher results in consumer tests than any previous Heinz Tomato Ketchup concept.

In the initial testing phase, purchase intent rose to 90% after consumers used the new bottle, and 67% stated they would buy the new format.

It also scored highest for convenience, ease of use and the stay-clean cap - features which addressed the primary issues raised by consumers.

The first design of the Top Down bottle was launched in the UK in July 2003 and within weeks was exceeding all expectations. …

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