Food group Heinz is to spend at least £30m worldwide on the relaunch of its tomato ketchup brand, as it seeks to add a global consistency to its packaging with an evolutionary redesign by Jones Knowles Ritchie.
The brand is seeking to run a campaign with fish and chip shops across the UK, using Heinz branding on the facias of the shops as an endorsement. The proposal will operate in a similar way to facia tie-ups between newspapers and newsagents.
Heinz aims to capture 50 per cent of global ketchup sales, an increase from current sales of around 28 per cent, says Robert Bailey, Heinz director of corporate marketing and European sales.
JKR managing director Nir Wegryzyn says the consultancy took an unorthodox approach to the project, visiting almost every European retail chain to judge in-store effectiveness. The resulting design aims to retain the iconic nature of the Heinz label and bottle shape, while unifying the design worldwide.
New glass bottles will be introduced at the end of this month, with plastic bottles launching in September. New large bottle sizes, measuring up to 1.35kg, will also be introduced.