Heinz Ketchup Case

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Heinz Ketchup Case
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Heinz Ketchup Case

• Campaign Outline
• Research
• Objectives
• Programming
• Evaluation

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Heinz Ketchup Case

• Since 1869, H.J. Heinz has been providing
  families with wholesome, nourishing goodness that
  is second to none. As we continue to grow, so too
  grows the breadth of our products.

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RESEARCH

• Research was done to determine which color kids
  would like to have their Heinz Ketchup be next.
• Research found the most popular color to be
  purple.

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OBJECTIVES

• Heinz Ketchup developed many objectives for its
  new color ketchup.
• The overall objective was
• To gain sales by receiving media attention
  through news stories resulting in informed
  consumers (reach figure in the millions).

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PROGRAMMING

• Brochures and information packets were sent to
  various media outlets and media audiences across
  the country.

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EVALUATION

• The objectives in the Heinz Ketchup Case Study
  were accurately met through the use of controlled
  media such as Heinz website and uncontrolled
  media such as television and newspaper and
  magazine articles.