Heinz takes risk with colour of ketchup

Is Heinz missing an advertising and marketing trick in its seemingly baffling plan to turn its ketchup green?

Is Heinz missing an advertising and marketing trick in its

seemingly baffling plan to turn its ketchup green?



Picture the scene as the first green bottles start appearing on

supermarket shelves. There’s revolt in the aisles as shoppers are

outraged at such cultural vandalism.



The Sun takes up their cause. It launches a ’Save Our Ketchup’ campaign,

opening up a phone line to allow the chip-eating classes to make their

views known.



Heinz, which dreamed up the idea of green ketchup to halt a slipping

market share and give it a hipper image, has a rethink. It takes full

pages in the tabloids announcing a referendum. Green or red? It’s the

people’s choice. The vote is overwhelming. Red it is.



At a stroke, Heinz sees off the own-labels as consumers flock to protect

their beloved brand. But maybe that’s what it had in mind all along.



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