Pittsburgh-based branded food giant HJ Heinz is launching its first national foodservice advertising campaign to encourages more consumers to remain loyal to the Heinz ketchup brand when eating out.
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The multi-million dollar campaign, created by Ten/United Pittsburgh and comprising of a mix of television, print and billboard advertising, urges consumers to “Insist On Heinz” Ketchup when it’s not available at their favorite eating establishments. The tagline, “A good meal out deserves a great ketchup. Insist on Heinz,” is incorporated in all print and broadcast advertising.
Jeff Berger, president of Heinz Foodservice, explained: “Although Heinz Ketchup is available in four out of five US restaurants today, we know that the majority of consumers prefer Heinz Ketchup and are extremely disappointed when it isn’t served.
“Through the campaign, we want to let consumers know it’s OK to tell restaurants how they really feel.”
Berger added that the campaign shows that Heinz’s “is investing in a business it believes in.
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By GlobalData“The campaign takes an innovative approach by targeting both consumers and foodservice operators to generate more demand for Heinz Ketchup. “We’re taking the demand to a new level with this campaign.”
