David Brada
Creative Director at DDB Praha
Praha 4, Tschechien
TitelExtinguisher
Agentur
Kampagne Ordinary Things, Extraordinary Taste - Heinz
Werbende H.J. Heinz
Marke Heinz
PostedAugust 2006
Produkt Ketchup - hot variant
Geschäftsbereich Mayonnaise, Ketchup, Senf
Slogan Some Like It Hot
Story The visual of an extinguisher with Heinz ketchup label.
Philosophie The advertisng focuses on the high quality and taste irresistibility of the Heinz ketchup. The comunication was focused on the unique proposition of hot variants which was unique on the market.
Problem Ketchup category in the Czech Republic was strongly driven by no name local producers. Their success result from the usage habits (i.e. ketchup was mainly used for warm dishes preparation as basis for sauces). Premium brand such as Heinz was perceived as high quality product, however, the usage was extremelly low. Additionally, local producers did have any hot variant of their products.
Medientyp Presse & Publikationen
Markt Tschechien, Slowakei
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