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
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.