CAMPAIGNS: Corporate Branding - Heinz ties couples with family values

Client: H.J. Heinz Co. (Pittsburgh)

Client: H.J. Heinz Co. (Pittsburgh)

Client: H.J. Heinz Co. (Pittsburgh)



PR Team: Jack Horner Communications (Pittsburgh)



Campaign: Heinz Happy 57th Wedding Anniversary



Time Frame: June 1999 and ongoing



Budget: dollars 57,000





Last year, H.J. Heinz Co. reinstated a good-will program from days gone

by. Couples who reached their 57th wedding anniversary used to receive a

basket with all 57 Heinz products in miniature. Some couples even called

their 57th their ’Heinz’ anniversary.



As part of Heinz’s own anniversary - its 130th - it reinstated the

program.



Instead of sending out the basket, a crystal wedding bell was designed

featuring the famous Heinz 57 keystone.





Strategy



The goal of the anniversary campaign was to connect Heinz with

tradition, loyalty and family values, along with maintaining the equity

in the number 57. ’We wanted to create a program through publicity timed

and themed around the June wedding season,’ says Jack Horner of Jack

Horner Communications, which is promoting the program.





Tactics



The campaign was launched in four phases: a national press kit mailing,

a syndicated matte release, an audio news release and a PR Newswire

release.



’We decided to design a press kit with a nostalgic theme,’ says

Horner.



’We used graphics, fonts and art that reflected the wedding and bridal

trends of the1940s.’



The press kit included a recipe for Heinz Chili Sauce Anniversary

Meatballs, an excerpt from In Good Company that discusses the history of

Heinz 57 Varieties and a color slide depicting a bottle of Heinz Ketchup

and the crystal bell atop an elegant wedding cake.



The package was distributed on May 21 to about 3,500 national and

regional news outlets, including retiree and bridal publications and

editors of food, feature, lifestyle and community news.





Results



During 1942 over 1,758,000 couples were married. To date nearly 3,000

have contacted Heinz about its bell offer. Those who provide a copy of

their marriage certificate and a letter signed by husband and wife

receive a bell.



Key print placements included The Dallas Morning News, Detroit Free

Press and Newsday. Over 392 newspapers, with a total readership of 9.6

million, picked up the matte release. The ANR was heard on stations

across the country including KDKA-AM, Pittsburgh, KTSM-AM, El Paso,

KBRK-FM, Sioux Falls and CKGL, Kitchener, Ontario.



’Tracking indicated that 100% of all media mentioned Heinz,’ says

Horner.



’In addition, 99% featured Heinz 57 Varieties, 86% mentioned Heinz is

celebrating its 130th anniversary, 81% placed Heinz in connection with

tradition and 80% mentioned Heinz in connection with families,’ he

says.





Future



’The response to the Heinz 57th Anniversary campaign has far exceeded

our expectations,’ says Debbie Foster, the company’s director of

corporate communications. ’We plan to continue this effort for eligible

couples indefinitely.’



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