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What
is so different and special about Heinz ketchup? That is the question
that Leo Burnett India tried to answer through their new ad campaign
for Heinz which comprised three commercials that were launched recently.
For
starters (yes, also for the mouth watering starters in your four
course meal), there is Heinz' basic proposition of being redder,
thicker and tastier than the other ketchups. Says Leo Burnett national
creative director KV 'Pops' Sridhar, "The new campaign for
Heinz ketchup is a comparative one with a touch of humour. We have
tried to show that while other ketchups in the market are watery
and have high levels of starch, Heinz ketchup has all natural ingredients
and hence it is thicker, redder and tastier."
Going
on to explain the three different television commercials (TVCs)
Sridhar said the first commercial titled 'Mumbaiya' has two bowls
filled with ketchup - one with Heinz and the second with an unnamed
brand. A kid is shown taking out ketchup from each bowl with a fork.
The "ordinary" ketchup drips down from the fork while
Heinz stays put. Another point that is sought to be reinforced is
that Heinz is priced competitively at Rs 39 against the Rs 49 that
most others are priced at.
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Heinz
USP - thicker, redder and tastier than the rest
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The
second commercial titled 'Bihari' shows two plates with a smiley
drawn on them with ketchup. One is the ordinary ketchup and the
other is Heinz. Two kids are shown picking up the plate at an angle
of 90 degrees. The smiley on one plate starts rolling down the plate
once the plate is lifted, whereas the Heinz smiley is just as cheerful
as it was before the plate was picked up.
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Smiles
all the way for Heniz ketchup
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The
third commercial that Leo Burnett has roled out for Heinz ketchup
is again based on comparison. This time round, a French fry is shown
being dipped in Heinz and also in another ordinary ketchup. While
Heinz stays on the French fry, the other expectedly drips off from
it.
"All
in all, these commercials are not doctored and the demos we have
shown can be carried out by anyone," says Sridhar. Elaborating
more on the need for an ad campaign for the product, Sridhar says,
"Heinz is the only worldclass ketchup in India and the company
is now focussing on the Indian market by aggressively marketing
and pricing the brand."
 The
agency has made the ad with the sole purpose of giving the consumers
a reason to buy the product. As of now, the Heinz ad campaign is
only on television and the print campaign will be rolled out in
three - four weeks time. Says Sridhar, "In the future, we are
looking at Radio, ambit and outdoor advertising for Heinz coupled
with a whole lot of marketing initiatives which I will not be able
to talk about right now. We are looking to excite the market and
the consumers with Heinz."
Four
years back when Heinz was launched in India, the company was very
silent in the market, but it now looks like finally having woken
up and is itching to make its presence felt.
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