Shashwat Jha’s Post

“𝐇𝐞𝐢𝐧𝐳'𝐬 𝐈𝐧𝐜𝐫𝐞𝐝𝐢𝐛𝐥𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐭𝐨 𝐅𝐢𝐠𝐡𝐭 𝐊𝐞𝐭𝐜𝐡𝐮𝐩 𝐅𝐫𝐚𝐮𝐝”🍅 I recently came across an article about Heinz's brilliant marketing strategy, called the "𝑳𝒂𝒃𝒆𝒍 𝒐𝒇 𝑻𝒓𝒖𝒕𝒉", and thought of sharing it with you all. Heinz is the world's best-selling ketchup, boasts an 80% market share in Europe and 60% in the US. However, Heinz faced an issue: many of the restaurants were refilling empty Heinz bottles with cheaper alternatives – a practice known as "ketchup fraud."🚫🍅 Ketchup is ketchup, right? It's all red and tastes like tomato! Heinz disagrees. Their ketchup is a specific Pantone shade of red. To help customers ensure they’re getting genuine Heinz ketchup, the company added a color border around bottle labels for comparison against the ketchup inside.✅🎨 The solution was so simple yet unique and effective that it led to a 73% decrease in refills📉 and a 24% increase in restaurant consumption of Heinz Ketchup.📈 Heinz has showcased how innovation in packaging can create more trustworthy products. In the end, it's not just about ketchup; it's about honesty, trust, and a commitment to serving nothing but the very best. And that's what makes Heinz's marketing strategy truly remarkable.🌟🙌 #Marketing #Strategy #Branding #Innovation #Heinz #Ketchup #Business #ProductStrategy #ProductInnovation #DesignThinking #LabelOfTruth

A couple of years back, Heinz ( with Wunderman Thompson ) put the color of their ketchup as a label on their bottle to distinguish original Heinz ketchup from refilled third-party ketchup. This was done in Turkey where they pour Heinz on a lot of things, and street food vendors often refill the Heinz bottle with other brands of ketchup to meet the demand. This campaign did make a change. People started posting this on social media as well, and the sales soured according to reports. Many Street Food Vendors stopped refilling as customers were able to distinguish the real ketchup from the color label and they demanded the original one. If you have been to Turkey or are from Turkey, and noticed this, please leave a comment. #UserExperience #Marketing #Sales #Heinz

🔍 Spot the Difference: Heinz's Genius Move in the Ketchup Game! 🔴 Hey, marketers and brand enthusiasts! Have you noticed something interesting happening in the world of condiments? It's a classic case of David vs. Goliath, but with a twist. Some cafes and restaurants have been caught red-handed (quite literally) refilling premium Heinz ketchup bottles with off-brand alternatives. But here's where it gets juicy for us marketing mavens... Heinz, the titan of tomatoey goodness, isn't just sitting back. They've turned a potential brand crisis into a masterclass in brand differentiation and customer loyalty. How? By introducing a color-matching label system that ensures the ketchup inside is the real McCoy. 🍅 This isn't just about keeping the ketchup pure; it's a strategic move that reinforces Heinz's premium positioning. It's a subtle nod to customers that says, "We value authenticity and so do you." This clever tactic not only preserves the integrity of the Heinz brand but also empowers customers to become quality inspectors at their dining tables. But wait, there's more! This isn't just a defensive play. It's proactive brand-building. By addressing the refill issue, Heinz has sparked conversations across social media platforms and dinner tables alike. It's organic, word-of-mouth marketing at its finest, and it's spreading faster than ketchup on a hot plate of fries. And let's talk about the psychology of exclusivity. Heinz has positioned itself as the ketchup that's so good, others want to imitate it. It's the brand that restaurants want to be associated with, even if it's just the bottle on the table. This move by Heinz subtly reminds customers that not all ketchup is created equal and that Heinz is worth the fuss. So, fellow marketers, let's tip our hats to Heinz. They've taken a common problem and turned it into a branding opportunity that reinforces customer loyalty, ensures brand integrity, and generates buzz. Now that's some food for thought! #MarketingGenius #BrandLoyalty #HeinzHustle #AuthenticityMatters #ProtectTheBrand #MarketingStrategy

In Turkey, Heinz just solved a problem most people didn’t even know existed. Today is Day 1/15 of “Inside the Minds of Your Favorite Brands.” And today’s story is about Heinz. In Turkey, many restaurants were fooling their customers under the Heinz name. They were refilling Heinz bottles with cheaper local ketchups. People were paying for Heinz but getting something else entirely. Heinz’s response? Simple but genius. They added a red border to their ketchup bottle’s packaging - that perfectly matched the color of their authentic ketchup. If the ketchup in the bottle didn’t match the label? It’s not Heinz. Sounds too simple to work, right? But this tiny tweak led to a 73% drop in fake refills and a 24% increase in Heinz sales. This is classic challenger brand mindset - Solving problems in a super innovative way. Amazing, right?

In March 2023, Heinz made a subtle but brilliant move to protect their brand. 🔍 The problem: Restaurants and cafés were refilling Heinz bottles with cheaper ketchup, fooling customers. 💡 The solution? Heinz developed a label that perfectly matches the color of their iconic ketchup. If the shade on the label and the ketchup inside don’t match—it’s a fake! The results were impressive: ✅ According to the agency, 97% of consumers were able to discern real Heinz ketchup from imitations. ✅ This led to a 73% decrease in non-Heinz ketchup refills and a 24% increase in Heinz ketchup usage in street food restaurants. This tactic is genius because it protects the trust consumers place in the Heinz brand. It’s no longer just about taste; it’s about upholding quality and authenticity in every customer interaction. As marketers, this is a masterclass in brand consistency. Heinz recognised that even minor details—like the color of ketchup—matter when protecting their reputation. How are you safeguarding your brand’s authenticity? #BrandTrust #MarketingInnovation #BrandProtection #Heinz #MarketingTactics

The Power of Simple Solutions When tackling everyday problems, we often overcomplicate the solution-seeking process. However, the most effective answers usually lie in plain sight, waiting to be distilled into straightforward, concise, and easily accessible solutions. Key Takeaways: 1. Simplicity is key: The best solutions are often straightforward and easy to understand. 2. Clarity is crucial: Clear messaging ensures seamless communication with consumers. 3. Accessibility matters: Solutions should be effortless to implement and use. 4. Overthinking can hinder progress: Avoid unnecessary complexity. The Formula for Success: 1. Identify the problem's core issue. 2. Streamline the solution. 3. Communicate concisely. 4. Ensure accessibility. Result: A solution that resonates with consumers, drives adoption, and achieves success. Do you agree with this?

This creative campaign for Heinz is a clear case study of incorporating real experiences to create a sense of relatability. Nothing is more powerful than using real-life observations to understand people and communicating with them through entertainment. What makes people tick? What reaction can you expect? What do they feel? It matters when you aim to touch hearts, make connections, or leverage relatability. The insight in this ad campaign for Heinz titled ‘The wait’ is that people tend to delay eating the food they ordered, just to get condiments that go with it. How often have you waited before enjoying your french fries just because you wanted the ketchup that goes with it? Or the oregano or chili flakes to go on your pizza? Turns out, 70% of people in the world would wait for their favorite condiment before digging into their food. Heinz made this insight work in their favor by stating ‘If you are willing to wait, it has to be Heinz’. They marketed their sauce as the superior product out there, that’s worth the wait, through a very relatable lived experience. By portraying it as an expression of love, this campaign for Heinz celebrates their consumers’ love for them. Campaign created by: 1984, a Chilean Agency Brand: The Kraft Heinz Company Production Company: Fabula . . #HeinzWaitCampaign #RealLifeExperiences #RelatableAds #TouchingHearts #MakeConnections #AdvertisingInsights #ConsumerBehavior #BrandMarketing #LeverageRelatability #MarketingStrategy

Kraft Heinz came up with a genius way to help consumers identify real vs fake Heinz ketchup. The authentic Heinz ketchup is an “unmistakable” Pantone red color. Many restaurants refill Heinz ketchup bottles. So Heinz added the color to its bottles to help customers spot the difference between real and fake Heinz ketchup. The results were incredible, 97% of consumers could spot the difference. There are many creative authentication tools brands can use to fight fakes. This one was pretty genius collaboration between legal and marketing. #heinz #heinzketchup #fightfakes #trademarklawyer #iplawyer #brandprotection #copyrightlawyer #iplaw #iplawyers

Another sauc-cessful Heinz marketing campaign? 🍅 If you're the sort of person that mixes mayo and ketchup (ew) then this is a product you'll probably want to know about... Heinz have combined 14 of their sauces to make a limited edition 'Every Sauce'. 🧅🥓🌶️ Only 100 bottles exist and you have to take a quiz to determine if you're ob-sauced enough to get your hands on one. 😅 (FYI today's your last chance to take the quiz: https://lnkd.in/eM2VQGvp) What do you think? Would you buy the Every Sauce if you saw it on the shelf in Tesco? 🤔 #Heinz #ProductMarketing #MarketingCampaign

When Your Brain Gets What You Don't Expect - Then What? I was having lunch in an Irish pub and looked over at the condiments caddy. None of the condiments in the caddy would find their way onto my sandwich. But the ketchup caught my eye. I don't eat ketchup. So why would it attract my attention? The ketchup was French's. When I think of ketchup, I think of Heinz, not French's Then I pulled up the shorter mustard container, thinking I'd see French's. Nope. Heinz. When I think of mustard, I think of French's. This small experience got me thinking about how people respond when you don't give them what they expect. My brain was a little short-circuited. Our brains like to get what we expect. Push the Planter's Peanuts button on a vending machine, and you expect to get Planter's Peanuts. Anything else is a shock. If you think back to Ries and Trout and the "22 Immutable Laws of Marketing," several laws apply. Being first in a category matters. I may not eat ketchup, but Heinz owns that spot in my mind. French's owns the mustard spot. You want to own the category if you can. Ketchup once owned the condiment category. Now, salsa owns that spot. I was surprised I had a visceral reaction because I didn't get what I expected. And I am still having it. _________ Hit Vergil Sarti to follow + 🔔 to be notified of posts. _________ #marketing #branding #marketingstrategy