Heinz is returning to outdoor advertising with a campaign for its
tomato ketchup aimed primarily at teenagers with a secondary audience of
mothers and shoppers.
Outdoor specialist Concord has booked 9,000 six- sheets and will
distribute half a million postcards in schools to promote the product.
The postcards will also go out as inserts in Smash Hits magazine. The
spend on the campaign is pounds 1.5 million.
The outdoor campaign broke last week with four executions. These include
a bottle shown next to a laden plate with the copyline: ’can’t help
broccoli’; a bottle inside an empty fridge carrying the message ’only
one flavour to collect’; and someone squeezing a bottle, which carries
the phrase ’rich, thick, obscene noises’.
Initial response indicators are good, with Concord confirming that
research suggests a very strong consumer reaction to the six-sheets.
’The panels have been put out this week at blitz weight. This is one of
the most refreshing and visually exciting outdoor advertising treatments
of the year,’ said Louise Goulborn, a director of Concord.
’Leo Burnett, the creative agency, and the client have clearly
understood the strengths of six-sheets and played to that advantage. In
pre-testing, we saw a very strong consumer reaction,’ she added.
Sharon White, category manager at Heinz, said: ’It’s a charismatic new
advertising campaign, which prompts a clear message to teenagers that
they should prefer Heinz Tomato Ketchup. It should also create an
impression among parents that their children will insist the ketchup is
Heinz and Heinz alone.’
Earlier this year, Heinz signalled its intention to target the younger
age groups by sponsoring English schools football. The first Heinz
Ketchup Cup Final was played at Highbury in May.