Suitable for the Louvre?

                When I last visited the Interbrand 2011 rankings (see 2/3/2012 post), the firm commented that the Heinz brand (ranked #49 of the top 100 global brands) needed to better leverage the use of social media. From where I stand it seems the company took this to heart. For one, the H.J.Heinz Company is on Twitter, there are several Facebook sites, and multiple YouTube channels. To launch its new Tomato Ketchup with Balsamic Vinegar, Heinz first established a Facebook page devoted to the product and made the product only available through the site before the retail rollout in December 2011 (you even received a free Keinz Dip & Squeeze packet with purchase)[1]. My wife was one of the first to purchase a few bottles. My opinion? The balsamic ketchup is excellent on roast beef and French fries. I believe fans of the product will enjoy the variation.

Heinz Ketchup with Balsamic Vinegar Facebook Page Source: www.nytimes.com

      And speaking of French, I want to devote this journal space to comment on a promotion currently being conducted by Heinz France to introduce a new type of cap for the popular “top down” bottle”. Known as the “Grand Slam”, the cap is the most significant innovation to the top down bottle since the introduction of a ‘stay-clean’ cap in 2004. Per Peter Boterman, Heinz France Corporate Communications, “the cap provides the user greater control over quantity of ketchup squeezed and the direction in which they squeeze it”. To best illustrate the control that the new cap provides, Heinz France launched a Facebook page dedicated to an art challenge inviting fans to submit artwork done in ketchup with the new bottle and cap. To kick it off the marketing team produced a live performance with the Heinz Ketchup squeeze bottle. Two French graffiti artists used 15 bottles and achieved the masterpiece below within 4 hours and there were no special effects.



Done entirely in Heinz Ketchup! (courtesy: HeinzWeb, Heinz France)



To watch a video clip of the “ketchup artists” at work, check out http://www.youtube.com/watch?feature=player_embedded&v=HPSJxf-cfEE or search “Heinz Art Challenge” if the link does not take you directly there.

For more information about Heinz France or the Heinz France Art Challenge, check out http://www.heinz.fr/

source: Heinz France

               

[1] Newman, Andrew, “Ketchup Moves, Upmarket, With a Balsamic Tinge” New York Times October 25, 2011 (accessed February 10, 2012) http://www.nytimes.com/2011/10/26/business/media/ketchup-moves-upmarket-with-a-balsamic-tinge.html

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