The Big Idea - Heinz Ketchup: A Winning Loser
Frederick B. Hirsch, Bert Steinhauser
This year Heinz Ketchup celebrated its 88th birthday, and I am happy to say that the old boy is as spry as a youngster. Although Disraeli once said there are three kinds of lies – lies, damned lies and statistics, here are some numbers that ring as true as a cash register. Since 1964 when Heinz came to DDB, our share of market has gone from about 25% to over 1/3rd, shipments are up over 75% and consumption is up over 60%. Particularly impressive in a...