Magazine article Marketing

The Thinkboxes Winner for June 2009: Pure TV Brilliance from Heinz

Magazine article Marketing

The Thinkboxes Winner for June 2009: Pure TV Brilliance from Heinz

Article excerpt

The June Thinkboxes winner is a simple, yet effective, idea, which reminds consumers of the vital part that Heinz Tomato Ketchup plays at meal times.

The ad, entitled 'Bottle' and created by ad agency Abbott Mead Vickers BBDO, is notable because the one thing that is absent throughout is the product itself.

The aim of the spot is to communicate the fact that Heinz Tomato Ketchup is so iconic and irreplaceable that you don't need to see it to know that it is the subject.

In the ad, we see people from various generations patting, squeezing and scraping sauce from an invisible bottle, adding the final touch to different types of food, such as fish and chips and a hot-dog.

It is a confident statement, as other ketchups are available. The only shot of the product appears in the end frame, which signs off with the line 'It has to be ...' next to a bottle of Heinz Tomato Ketchup.

Adrian Mooney, marketing director for sauces at Heinz, says the ad aims to convey the fun aspect of shared eating experiences involving the product.

'We have a brand that has over 50% volume share and 70% value share so the key thing is retention of loyal customers,' he says.

'We worked hard to create something that typified the essence of Heinz Tomato Ketchup as being your mealtime best mate. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.