Heinz, Time-Tested #3
Want Some Thrills With That Rich and Thick Heritage?
Another brand close to this editor’s heart is the flagship product of a company originally known for “57 varieties”. Founded in 1869, the H.J. Heinz Company now manufactures and markets thousands of products under a number of differing categories brands—from Classico to Ore-Ida—but is best known in the US for the ketchup that shares the founder’s name. Heinz ketchup is a favored condiment within North America and the familiar keystone logo is recognized across the globe as a symbol of many other products. As an iconic brand, the ability to leverage the Heinz Ketchup package as a primary platform for a promotional campaign is truly remarkable. The photo below—aside from the obvious product form differences—helps to illustrate the power of the visual equities of this brand to carry a message.