Promotional Practice Report ‘It Has To Be’ Heinz Campaign Introduction In early 2009 Heinz saw their market share depreciating, they realised the impact of the recession had effected consumers spending power and ultimately people were turning to cheaper alternatives in all core product ranges “ Private label is a big player and were going to have to deal with it as an organisation and an industry” (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010).
Further more retailers were also persuading consumers to purchase their own brand labelled products as they are more affordable than Heinz “ Concerned at the impact this might have on sales of its brands, Heinz took action to prevent erosion of its market share” ( IGD: “Heinz General Mills Award for Consumer Understanding”, 2009) they did this through launching a ? million campaign called “ It Has To Be Heinz” their goal was “Appealing to the heart, not the wallet, was the means by which Heinz could reframe the value debate and bring key consumer groups back to the brand“ (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). The “umbrella” campaign used a wide variety of “creative consumer facing activity” ( IGD: “Heinz General Mills Award for Consumer Understanding”, 2009) including the usage of TV, Print, PR , and was also supported by in store marketing. Objectives of the Campaign:
Having decided to appeal towards consumers unique emotional connection with the brand Heinz had some key objectives to endeavour towards. We can use the mnemonic “DRIP” (Fill,2002) to highlight their key objectives. Firstly they wanted to ‘Differentiate’ their product’s from “value brand” products by “ Building on the emotional connection that the Heinz brand holds with consumers” (Talking Retail: “Heinz launches its biggest marketing campaign in five years”, 2009) they knew that consumers did not possess emotive ties towards buying value branded products like they did with Heinz.
Heinz wanted to “ Reinforce the significant psychological and emotional needs that are uniquely satisfied by Heinz products” this is supported by Fill Chris (2009 p. 9) “ Reminding them of the benefits of past transactions with a view to convincing them they should enter into a similar exchange”. They wanted to ‘Inform’ existing and potential customers that ultimately “It has to be Heinz” as their research highlighted that although consumers were switching to lower alternatives they were reluctant to let Heinz go “ You have to have Heinz- there’s no better brand” (WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010) .
And finally they wanted to ‘Persuade’ current and existing customers into an exchange relationship through the use of “ point of purchase via themed promotional activity” (WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010) . Target Audience: After 103 years in the market, Heinz is the main player in the UK condiment market, “ Heinz has enjoyed a seemingly unassailable position at the very front of the kitchen cupboard and at the very top of the grocery category”) (WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010) .
Heinz is a mega brand with high awareness amongst different public audiences. This meant that their campaign wasn’t targeted at a specific age group or demographic . However the recession made life for premium brand’s uncomfortable. Heinz needed to “ stave of challengers and strengthen its position without entering a price war” (WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010).
They managed to reach their vast target audience through focusing their campaign on five core products “Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops” (Marketing Week: “Heinz launches biggest brand campaign” 2009) through focusing their campaign on more than one product ensured their advertising would appeal to a vast audience. Promotional Tools and their suitability: Advertising Heinz’s biggest and most profitable promotional tool was through the used of advertising Fill Chris (2009 p. 83) Highlights that “ the main function of advertising is to communicate with specific audiences, the prime objective is to build or maintain awareness of a product. ” Heinz took advantage of this and used a variety of media such as TV, print, in store, digital and traditional media to “leverage the Heinz brand, whilst demonstrating their brand leadership and confidence” the aim of their advertising was to have a “ multi product ad which gave them the opportunity to redefine Heinz worth to the consumer and create an engaging and warm and context to demonstrate the occasions where Heinz has become embedded into consumer’s hearts”. WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). Their nostalgic advertising was very appropriate to appeal towards their target audience’s emotional side and was “designed to celebrate the way people perceive the country’s most loved food brand” (Talking Retail: “Heinz launches its biggest marketing campaign in five years”, 2009). Their use of advertising satisfied their objective of reinforcing the emotional needs that are uniquely satisfied by Heinz products. Public Relations Fill Chris (2009 p. 64) describes public relations as a “ management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders” Heinz wanted to ‘shape the attitudes’ of consumers by opening a pop up ‘ It has to be Heinz’ cafe in the heart of the city providing “workers the chance to escape the cut and thrust of their work worries with the ultimate in comfort – beans on toast, served up by ‘mum and dad’ in a cosy domestic setting inspired by the typical kitchen” (Heinz: “London cafe offers king of comfort food”, 2009). The Cafe was trialled for four days with proceeds of 50p per serving going to ‘Help a London Child’.
This public relations activity was used to support the ‘it has to be Heinz’ campaign, the concept of the cosy domestic setting, supports their emotional element of the campaign, and satisfies their objective of consumers ‘building emotional’ connections with the brand. The importance of public relational activity is highlighted by Kitchen P. J ( 1993 p. 54) as “Public relations now appears in the management scene as a multifaceted and essential management decision” Heinz knew this and wanted to focus on delivering an event that allowed consumers to establish their emotional connection with Heinz.
This event further helped Heinz by “ creating awareness, and trust it is possible to create good will and interest which may translate into purchase activity or word-of mouth communications” (Fill, 2009, p. 568). Media tools and their suitability TV Advert Heinz focused most of their energy and budget into creating an emotional based advert that locked into “ Heinz’s understanding of real life moments and the role of Heinz products within them.
For example ’chip stealing’ is something that many of us relate to and Heinz tomato ketchup us the perfect partner for your special spoils” ” (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). The ‘real life’ situations in the advert were used as consumers could relate the situations to their own life. It was paramount for Heinz to use Broadcast media as the target audience for this campaign was large this is supported through Chris Fill (2009, p. 717) “ Advertisers use this class of media because this class of media can reach mass audiences with their messages”.
Their use of emotional advertising was very appropriate in a time of the recession, where the market was saturated with price led promotional advertisements, which is highlighted by Ehrenberg A. S. C (1974, p. 27) who claims advertising “ Often takes an emotional instead of informative tone, such advertising is generally thought to work by persuasion”. Their advertisement satisfies all of their objectives through the use of emotive real life situations, they are able to inform consumers that ‘it has to be Heinz’ and emphasise the unique emotional needs that only can be satisfied by Heinz products.
Their success and suitability is further supported through figures which show that “every ? 1 spent on ‘It has to be Heinz’ communications, ? 1. 87 has been delivered in added profit. ” (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). Through the use of the advertisement they were able to reawaken the emotional satisfaction that consumers feel when using any Heinz product. Print: Heinz used retailer magazines to promote their campaign further by keeping with the emotional theme and slogan “it has to be Heinz” with the usage of fun family orientated pictures.
Magazines help to awaken the visual dimension of messages “ The visual element of magazines is a real strength as it can be used to create impact and demand the attention of the readers” (Fill, 2009, p715). Heinz were able to promote their message through a medium that had never failed them in the past, they have always been famed for their exciting and different magazine adverts which justifies their use of printed media. As with the television advertisement Heinz were able to satisfy most of their objectives through their magazine adverts as they carried the same theme and messages.
However Heinz used retailer magazines to promote their campaign, these magazines usually have a smaller reading audience than commercial magazines. Another risk is that “ impact often builds slowly, as some readers do not read their magazine until some days after they have received it” (Fill, 2009, p715). However some readers did feel the full effects of their advertising “ The ad fits well with Heinz as it is part of most peoples life” (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). In store media, point of purchase It is estimated that 73 percent of purchase decisions are made at point of sale” (Rettie, R and Brewer, C , 2000, p. 56) this was key for Heinz and they took advantage of that percentage through having elaborate, larger than life displays of their products in store, they were eye catching and could not be missed it was paramount these displays were installed as consumers “ have not even thought about the product much before entering the store, this intention to purchase is determined by what is communicated at the point of purchase” (Silayoi, p and Speece, M, 2007, p. 1). These elaborate displays were very useful as when consumers saw them they could be reminded of the advertisement and all the messages held within it. Point of purchase media is effective as “ their ability to persuade is potentially strong, as these displays can highlight particular product attributes when shoppers have devoted their attention to the purchase decision process” (Fill, 2009, p. 725).
At the point of purchase consumers would be reminded of Heinz’s Brand power and this is reflected in the size of the display, which would’ve been bigger than all other similar brands. The use of point of purchase displays helped to satisfy their objective of ‘persuading’ the consumer to finally buy their products which is further supported through the figures “‘it has to be Heinz’ campaign has delivered incremental sales revenue of ? 12m since the launch of the campaign in October 2009” (WARC “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). Conclusion