HEINZ KETCHUP WAVES GOODBYE TO

THE GHERKIN

The H.J. Heinz company made some changes in its packaging of tomato ketchup.
Basically the Heinz change its classic ketchup label by removing the pickle on the
bottle and adding the tomato on the label and add a phrase “GROWN NOT
MADE”.
The company is basically removed the pickles from the packaging because it was
not the ingredients’ used in making the ketchup. Pickles is a brand symbol of
Heinz because company early offerings like sour gherkins, and chow chow pickle
proved popular giveaway items at the Chicago world’s fair in 1893.
After leaving the pickle on the label, the pickle will be imprinted on the white cap
atop at each bottle. The pickle still appears on the products like Vinegar, mustard,
cocktail sauce, chili sauce.
The phrase “grown not made” was used as a campaign for the Heinz ketchup. The
campaign is composed of Television, print and online ads and become a
successful campaign and same was in the Britain which was a huge market for
Heinz food products.
The Heinz ketchup made various changes other than removing pickle that is the
font of tomato becomes larger and the tomato is shown which is hanged on the
vines and under which the phrase is written as “GROWN NOT MADE”. And the
slogan 57 varieties move on to the main label which was previously on a narrow
label around the bottle neck.
Basically, all these changes are made just to made the focus of customers on the
ingredients of the product. Because the Heinz wants to show that they have a
quality-based product.
As the U.S. marketing director of Heinz ketchup Ms. Noel Geoffroy said that
“Moms are taking more care in what they are feeding their families”. And this
changing design of packing shows the quality ingredients into the product.
According to Ms. Geoffroy the phrase “grown not made” shows that the
ingredient is fully fresher, natural, and ready as a food. A lot of brands have
tomato on their labels but Heinz shows they have fresh, natural, real, grown as
due to the tomato shown on label hanging on the green vines.
The change began to show in London also. Where the brand manager in London
‘Ross Longton’ says that when company says our ketchup made up of fresh real
tomato many consumers think its fake, they think the ketchup is made of
preservatives and colours. And moms also want that their children’s get the
quality food. Then this phrase came out to show the ketchup full of quality based
and natural, which satisfy the consumers a lot.
Ms. Geoffroy and Mr. Longton says that in UK consumers says the same thing
what the company said that Heinz has a quality-based ingredient.

HEINZ KETCHUP NEW LABELLED HEINZ KETCHUP OLD LABELLED