The Big Idea - Heinz Ketchup: A Winning Loser

Frederick B. Hirsch and Bert Steinhauser of DDB speak at the 1968 American Association of Advertising Agencies (4A's) Eastern Annual Conference about how DDB's account-creative team successfully reversed Heinz Ketchup's negative sales curve through an advertising campaign.

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...

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