Modern Marketing

Heinz illustrates perfect ketchup pour with off-angle label

By John Glenday | Reporter

September 5, 2019 | 3 min read

Food processing giant Heinz has unearthed a new marketing angle to promote its popular condiment brand Heinz Tomato Ketchup - it has tilted its label 45 degrees, showing the angle it believes provides the perfect sauce pour.

Designed to combat frustrations born pouring difficulties, the off-centre labelling provides a guide on how to get the most out of a classic glass bottle without the need to resort to a cop-out squeezable container.

The Heinz Pour Perfect Bottle was created by agency of record Rethink. The campaign was inspired by a profusion of self-help videos on YouTube tutoring devotees on the fine art of coaxing the viscous pureed tomatoes from their slender necked home via the fine art of ‘the smack’; ‘the roll’; ‘the shake’ and of course that weapon of last resort for those in real difficulty – ‘the butter knife’.

Kraft Heinz

Heinz guide the perfect ketchup pour with off-angle labelling

Brian Neumann, senior brand manager at Kraft Heinz Canada, commented: “This year, we have focused our marketing on reinforcing the emotional connection fans have with the brand in clever and ownable ways. We’re always thinking of fun, cheeky ways we can highlight the iconic and timeless nature of the product to give our consumers a smile. And this simple twist on the classic Heinz Ketchup bottle does just that.”

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Heinz has been embracing several limited edition in bottles in recent weeks, after replicating Ed Sheeran’s ketchup tattoo on selected bottles.

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