Magazine article Marketing

50 Years of Fame: Brandfame - Heinz

Magazine article Marketing

50 Years of Fame: Brandfame - Heinz

Article excerpt

Heinz's history of memorable TV advertising began with the screening of its first commercial on 24 September 1955. It was the first ad to run on the new ITV weekend service.

Initially, the brand stuck with the '57 varieties' slogan coined by Henry John Heinz in 1896, but this was eclipsed in 1967 by the classic 'Beanz Meanz Heinz' campaign, which ran for three decades.

The strapline rapidly became embedded in our national psyche and was voted the most memorable advertising slogan of all time in 2003, when 90,000 consumers voted to retain it during Heinz's 'Can it or keep it' campaign.

With a 200-strong product portfolio, ranging from baby food and soup to salad dressings and sauces, Heinz has also produced strong TV advertising for other products, including the grandfather entertaining his grandson with stories of 'When I was a lad' and 'Your dinner's in the dog' for Farmhouse Soup in the 80s.

But Heinz's advertising has had its glitches. In the mid-90s it decided to spend half its TV budget on promoting the umbrella brand and the rest on contacting consumers direct, principally through At Home magazine.

The 'Toast to life' TV campaign in 1997, which featured the music of South African a cappella group Ladysmith Black Mambazo, helped sustain Heinz Baked Beans' market share despite a price war, and increased the share of other Heinz brands by 3%-7%. …

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