Heinz – Ketchup with Karizma

International campaign in 1999 (?) by Leo Burnett for Heinz Tomato Ketchup. Objective: to give the brand a consistent world-wide image.
Agency: Leo BurnettAuthor: Mark Stockdale

Ketchup with Karizma

This is the story behind a strategy that seeks to change fundamentally what people around the world project onto a bottle of Heinz Tomato Ketchup. A strategy predicated on leading perceptions, which resulted in advertising thats challenging ketchup consumers the world over. 

Its also the strategy that won Leo Burnett London one of the most hotly contested pitches of the year, and has lead to advertising that breaks through the sauces category around the world.

ITS A MESSY BUSINESS

A brand that hasnt been managed globally isnt one brand. Its...

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