However, Heinz is a brand that applies storytelling well to all different brand aspects. It starts with the origins of Heinz. John Heinz worked in his mother's vegetable garden and sold cans of ketchup as a twelve-year-old boy. In those years, ketchup was not a transparent product, where brand differentiation did not apply. John Heinz thought this was nonsense. He was proud of what he sold and eventually introduced the glass bottle: what you see is what you get!
Nothing more and nothing less
Heinz has consisted of five ingredients since its foundation. Nothing more and nothing less. The logo has also list to data changed little over the years. The keystone is still on all bottles, as are '57 variations. This number is not based on the number of variations that there were. There were 60 variations, but John Heinz wanted a magic number, just like he had seen with another brand. His lucky number was 5, his wife's was 7 and that is how the number 57 came into being. The only part that has disappeared from the label is the gherkin.
Heinz uses its website as a springboard to actions. Heinz's content is placed on the website and interaction with the target group is initiated on Facebook. Facebook advertising is the biggest driver of likes for Heinz. That's where it starts. Once you have reached critical mass, Heinz believes you can start building brand fans. So you have to reach the target group first before you can localize them. Heinz has started with fun, low-threshold campaigns on Facebook to gain reach. Ultimately, their goal is to let the target group tell their own message on Facebook.
A self-printed ketchup bottle
An example of a fun campaign was being able to print a bottle of ketchup yourself . 'Say it with a bottle' was positioned as a counterpart to the e-cards, with a personal message for the other. An action with which Heinz wanted to move the target group to tell the message themselves was the Heinz art challenge. Everyone knows that it is sometimes difficult to get the Heinz ketchup out of the bottle in .