Heinz - It has to be Heinz: maintaining leadership in uncertain times

Principal Authors: Lucy Howard and Jane Dorsett – AMV BBDO

Contributing Authors: Jacquie Chick – AMV BBDO; Louise Cook – Holmes & Cook; Katherine Gray, Ann Perkins, Giles Jepson and Nigel Dickie – Heinz; Katie Abbott – Vizeum

EDITOR'S SUMMARY

This is one of those papers that all brand owners should read. It is a clear reminder of the power of a trusted and loved brand to help deliver sales during good times and bad. When the retailers were pushing ‘better value’ own label products, Heinz was committed to asserting its brand as the only true choice for many people, despite the economic climate. The first quarter of 2009 saw Heinz losing share to own label brands in all core categories, with previous loyalists favouring cheaper alternatives. To address this a new umbrella communications idea that ‘There are moments for us all when only Heinz will do’ was born across the portfolio of premium products. The ‘It has to be Heinz’ campaign strengthened relationships with core customers, connecting consumers with the real value of Heinz by reawakening the emotional rewards that the Heinz product experience evokes. This campaign resulted in Heinz becoming the fastest growing of the ‘Top 10 manufacturers'; delivering over £12m in incremental revenue, with £1.87 in profit returned for every £1 invested. In the world of FMCG this payback is very good and very encouraging.

"IF YOU'VE A FAMILY TO FEED, HEINZ HAS EVERYTHING YOU NEED …"