From: owner-hotcakes-digest@smoe.org (hotcakes-digest) To: hotcakes-digest@smoe.org Subject: hotcakes-digest V2 #68 Reply-To: hotcakes@smoe.org Sender: owner-hotcakes-digest@smoe.org Errors-To: owner-hotcakes-digest@smoe.org Precedence: bulk hotcakes-digest Monday, May 17 1999 Volume 02 : Number 068 Today's Subjects: ----------------- Only read this if you are absolutely starved for Carly references... [Why] ---------------------------------------------------------------------- Date: Sun, 16 May 1999 21:49:26 EDT From: Whydja@aol.com Subject: Only read this if you are absolutely starved for Carly references... Buried in here is a Carly Simon reference...... Tom ======================================= Heinz aims ketchup ad campaign at youngsters worldwide Thursday, May 13, 1999 By Teresa F. Lindeman, Post-Gazette Staff Writer All those times when the Heinz ketchup just sat there in the bottle and didn't bother coming out, most people thought it was too rich, too thick. Turns out it was just teenage angst. "Heinz tomato ketchup won't come out until it's ready," a young adult male voice comments blandly in a TV commercial created as part of a new $50 million advertising campaign. The campaign crafted by Chicago agency Leo Burnett Co. uses attitude and humor in a way that Heinz officials hope will connect with the younger generation and boost sales of its biggest product. The Pittsburgh company already sells about 9 billion ounces of the stuff annually, worth $2 billion in sales worldwide. "Ketchup rules within Heinz," said Deb Magness, general manager-communications and consumer affairs. But, since abandoning most of its consumer advertising several years ago, Heinz has watched its market share slip below 50 percent in the United States. Sales were declining, too. "We had several years where we were declining up to 5 percent a year," said Casey Keller, Heinz vice president of retail. That erosion seems to have slowed in the past several months. Direct mail efforts have helped. Several weeks ago, the company embraced nostalgia by putting glass bottles back into grocery stores. The promotion -- supported by billboards and radio ads -- will last through the summer. Such measures aren't likely to bring the kind of ambitious growth Heinz officials want. In the U.S. alone, their goal is to own 60 percent of the market over the next five years and eventually to have 75 percent. They also want to add sales globally in places like Poland, England, Latin America and Australia. The account awarded to Leo Burnett last October marks the first time Heinz has committed to developing one campaign for use worldwide. When the agency's researchers started looking into who was using ketchup, they found the highest per capita consumption was among kids, teens and young adults. Most people use ketchup and keep a bottle in the fridge, but younger consumers eat more hot dogs, hamburgers, french fries and other "host" foods suitable for a good dunking. Still, without Heinz out there promoting its product, a whole generation seemed to be growing up without really caring what kind of ketchup was on its burgers. "I don't want them to say ketchup," said Keller. "I want them to say Heinz." He also wants to build brand awareness on more than attributes like texture and flavor. Last year Heinz tried a spot featuring dancing tomatoes. The idea was to demonstrate that Heinz uses lots of them in each bottle, but it didn't really connect with consumers. Keller would rather turn Heinz into a product like Coke or Nike. The names and the images they convey account for a lot of their sales. Heinz ketchup's image was old, stodgy and tired. The Leo Burnett staff decided they could work with that. Their take: Like a friend who's always there for you, dependable Heinz isn't perfect but, hey, that's part of the charm. In the edgiest commercial, the announcer says, "Heinz tomato ketchup doesn't mean to keep you waiting. It's not trying to be rude. But let's face it. It is rude." The spots have tested well among teens, young adults and their mothers. That's important because Heinz doesn't want to alienate the rest of the population as it goes after the youngsters. For executives who were part of developing the "Anticipation" advertising campaign, which uses Carly Simon's song of the same name, to promote the fine quality of Heinz ketchup, this new tack has come as a bit of a shock. "Look, put your seatbelt on," Keller warns them. "This is different." He's confident the campaign will do great, but cautious enough that Pittsburghers won't see the ads for another few months. The spots are being tested in Kansas City, Albany, N.Y., and Canada. Keller is watching sales and market share figures in those markets, as well as waiting for results of consumer interviews. "As soon as we see it start to work, boom, we're going to turn it on," he said. That means putting the spots in front of consumers worldwide. Changes will be made to accommodate language and cultural differences -- in England, fish fingers will replace a hamburger -- but the message will be consistent globally. The $50 million budget will also help pay for radio spots, print advertising and some creative efforts designed to track down the elusive teen. There'll be postcard racks in music stores, book covers, Web advertising and commercials in movie theaters. Keller expects to spend more money next year, if this campaign is successful. That may help develop a second marketing wave targeting the 6- to 12-year-olds who swallow even more ketchup than teens. ------------------------------ End of hotcakes-digest V2 #68 *****************************