Magazine article Marketing

Opinion: The Marketing Society Forum: Will Heinz Regret Dropping the Word 'Baked' from Its Branding?

Magazine article Marketing

Opinion: The Marketing Society Forum: Will Heinz Regret Dropping the Word 'Baked' from Its Branding?

Article excerpt

After more than a century, Heinz is erasing the word 'baked' from its tins of beans as part of a redesign to make its food packaging more illustrative.

SCOTT JEFFERSON, GROUP MARKETING DIRECTOR, GREGGS

MAYBE. I wasn't sure about this so I tried to find some clever people in the office to answer for me. Several hours later there were two schools of thought.

The Harvard group felt that 'baked' is surplus to requirements because Brits will always think 'Beanz meanz Heinz', and that less is more when it comes to communicating anything these days.

The Grange Hill group felt that the word is important because it is an integral part of the brand name and signifies some form of traditional cooking method.

I'm clearly undecided on this one so will let the readers decide between half-baked traditional dullsville and 'blazing saddlz brillianz'.

GARETH HELM, FOUNDING PARTNER, BRAND CHAT

NO. I'm a fan of what's going on at Heinz right now. The company is being confident and bringing its ranges bang up to date. I've been waiting for the humble baked bean makeover, and I like it.

The company has retained the design elements that make its beans indisputably Heinz, improved standout, added a dash of character and, most importantly, reduced front-of-pack congestion.

Now we can see the product and it looks great. Changing the mothership like this will also help the rest of the range. Selling points such as reduced salt or sugar can be more prominent, for instance. …

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