Heinz Invests in Foodservice Business Through National Advertising Campaign; Ads Reinforce That Consumers ``Insist on Heinz'' Ketchup at Their Favorite Restaurants.Business & Consumer/Retail Editors NOTE TO MEDIA: Multimedia assets available The H.J. Heinz Company (NYSE NYSE See: New York Stock Exchange :HNZ HNZ HJ Heinz Co (stock symbol) ) is uncapping Uncapping, in the context of cable modems, refers to a number of activities performed to alter one's internet service provider modem settings. It is sometimes done for the sake of bandwidth (i.e. the first national foodservice advertising campaign that encourages more loyal ketchup consumers to "pour" out their true feelings. The "Insist On Heinz" multi-million dollar campaign is designed to urge consumers to "insist on" Heinz Ketchup when it's not available at their favorite eating establishments. The advertisements launched this week. "Although Heinz Ketchup is available in four out of five U.S. restaurants today, we know that the majority of consumers prefer Heinz Ketchup and are extremely disappointed when it isn't served. In fact, many consumers would consider switching restaurants to get Heinz Ketchup," said Jeff Berger, president of Heinz Foodservice. "Through the `Insist On Heinz' campaign, we want to let consumers know it's OK to tell restaurants how they really feel and insist on America's Favorite Ketchup(TM) -- Heinz." "Insist On Heinz" Advertisements The campaign's tagline, "A good meal out deserves a great ketchup. Insist on Heinz," is incorporated in all print and broadcast advertising. Each ad features a different scenario of disappointed diners Diners can mean:
v. o·ver·heard , o·ver·hear·ing, o·ver·hears v.tr. To hear (speech or someone speaking) without the speaker's awareness or intent. v.intr. his request, they, too, insist on Heinz Ketchup. Two print advertisements also have been created: -- Heinz was cited as the favorite brand of ketchup by 80 percent of those who have a favorite ketchup brand. -- One out of four consumers would consider going to another restaurant if they knew their restaurant did not serve their favorite condiment brand. "Condiment Connoisseurs" The condiment cravings of Americans are illustrated in an independent "Condiment Connoisseur" survey of 1,000 consumers that was recently commissioned by Heinz. The survey's findings include: -- Heinz was cited as the favorite brand of ketchup by 80 percent of those who have a favorite ketchup brand. -- One out of four consumers would consider going to another restaurant if they knew their restaurant did not serve their favorite condiment brand. These results reinforced Heinz's belief that its flagship product A primary product of a company, which is typically why the company was founded and/or what made it well known. For example, MS-DOS, Windows and the Microsoft Office suite have been flagship products of Microsoft. CorelDRAW is a flagship product of Corel Corporation. , which already owns 60 percent of the retail ketchup market, has the potential to further increase its 80 percent penetration in the foodservice market. "`Insist On Heinz' is backed by Heinz's strong commitment to its foodservice business -- the company is investing in a business it believes in," explained Berger. "The campaign takes an innovative approach by targeting both consumers and foodservice operators to generate more demand for Heinz Ketchup. We already know consumers insist on Heinz Ketchup because we receive calls daily from people who provide feedback about their loyalty and insistence on Heinz Ketchup when they dine out Verb 1. dine out - eat at a restaurant or at somebody else's home eat out eat - eat a meal; take a meal; "We did not eat until 10 P.M. because there were so many phone calls"; "I didn't eat yet, so I gladly accept your invitation" . We're taking the demand to a new level with this campaign." Berger noted that "Insist On Heinz" is the latest in a line of breakthrough ideas by Heinz Foodservice that has transformed the ketchup, condiments and sauces category. Most recent innovations in 2002 include the Heinz "Forever Full(TM)" Red Plastic bottle with Non-Removable Safety Cap(TM), the Heinz #10 Pour, Store and Pump Jug and the Heinz SmartChoice(TM) Pump. These new items provide even more options to foodservice operators when it comes to serving the preferred, classic condiment -- Heinz Ketchup -- in either tabletop or bulk varieties. The "Insist On Heinz" advertising campaign, created by Ten/United Pittsburgh, is a multi-million dollar investment comprised of a mix of television, print and billboard advertising. The total national reach against the adults 25-54 target is 85 percent with a 4.9 frequency. The broadcast ads will be televised on national cable channels, while print ads will appear in various national consumer magazines and in foodservice trade publications. Billboard ads will run in select U.S. markets. Integrated public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most efforts are designed to sustain our "Insist On Heinz" messaging by targeting business media in both print and broadcast outlets. Heinz Foodservice is the leading manufacturer of condiments for the foodservice industry. In addition to America's Favorite Ketchup, the Heinz product line includes condiments, sauces, canned soups Canned soup is soup that comes packaged in a can. It can be condensed, in which case it is prepared by adding water (or sometimes milk), or it can be ready-to-eat, meaning that it only needs to be warmed. Canned soup can be prepared by heating in a pan or in the microwave. , tomato products, frozen desserts, vinegar vinegar, sour liquid consisting mainly of acetic acid and water, produced by the action of bacteria on dilute solutions of ethyl alcohol derived from previous yeast fermentation. and pickles Pickles may refer to
A special feature added to a debt obligation or preferred stock to promote marketability. Notes: Warrants and convertibles are two popular sweeteners. See also: Convertible Bond, Kicker, Warrant Sweetener . About Heinz H.J. Heinz Company is one of the world's leading processors and marketers of high-quality ketchup, condiments, sauces, meals, soups, snacks and infant foods through all retail and foodservice channels. A host of favorite brands, such as Heinz Ketchup, Ore-Ida(R) french fries French fry n. A thin strip of potato fried in deep fat. Often used in the plural. , Boston Market Boston Market (known before 1995 as Boston Chicken), headquartered in Golden, Colorado, is a chain of American fast-food restaurants. Founded in December 1985 in Newton, Massachusetts, the chain grew rapidly in the early and mid-1990s, filed bankruptcy in the late 1990s, and (R) and Smart Ones(R) meals, and Plasmon(R) baby food are the growth drivers in Heinz's two strategic global segments: Meal Enhancers and Meals & Snacks. Heinz's 50 companies have number-one or number-two brands in 200 countries, showcased by the Heinz brand, a global consumer icon with $2.5 billion in annual sales. Fourteen additional brands, each with more than $100 million in annual sales, generate a further $2.6 billion. Information on Heinz is available at www.heinz.com. Note: A Photo is available at URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. : http://www.businesswire.com/cgi-bin/photo.cgi?pw.062502/bb7 |
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