In the history of brands, there is always one or two that are benchmarks and leaders in their industry. For example, Heinz catsup or ketchup, which many consumers associate with quality food. For this reason, many restaurants, in different parts of the world, They refill the original bottles by other brands. Heinz realized that and launched his campaign to expose the situation.
An innovative campaign
The brand wanted to put an end to the problem of being offered Heinz and any other ketchup brand in its place. Although the reason for this malpractice is to save costs, Heinz does not want the consumer to be misled.
The idea came from a Snapchat post showing a restaurant worker refilling a Heinz bottle with another generic brand. Then, after an investigation by the company, they realized that it was a common situation.
The campaign, the work of the Canadian agency Rethinkwhich exposes the “Ketchup Fraud” (catsup fraud), has turned the issue around, which at first could be taken as something negative, under the slogan “Even when it isn’t Heinz i has to be Heinz” (Even when it’s not Heinz it has to be Heinz, in Spanish).
This results in a fun play on words that speaks of quality and the years that support the brand in the collective imagination. In accordance with mike dubrikcreative director of the campaign, says that this behavior “It shows the weight of the brand and to what extent its bottle is a symbol of quality.”
Any brand would kill to have such a strong position among consumers.
How to distinguish whether or not it is Heinz ketchup
As a good consumer, and a fan of ketchup, you will surely already know how to distinguish between one brand or another, either by taste, consistency or color. Just this last element is the innovative axis of the campaign. For this reason, the company designed a ‘pantone identifier’, that is, a color code to have as a reference the exact hue of the Heinz ketchup against the others.
This can be reviewed from a mobile device. In addition, the brand asked its followers to tag restaurants on Instagram that ‘catch’ or suspect that they may be carrying out this practice.
On the other hand, in the same container you can also compare colors. As? On the label with the silhouette of the characteristic bottle, a stripe with the tone of Heinz was integrated. So, in this way, you will be able to know if it is the original or not. However, obviously nothing can be done with the old bottles anymore.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.