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

The first quarter of 2009 saw Heinz losing share to ‘own label’ brands in all core categories, with previous loyalists favouring cheaper alternatives.

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


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...

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