PITTSBURGH: Purple reigns at Heinz, which introduced its newest

ketchup color last week. Jack Horner Communications replaced Magnet

Communications as the PR agency in charge of the launch. Michael Mullen,

senior communications manager for Heinz, North America, said he never

hoped to top the 4,000-hit media blitz when the company introduced

Blastin' Green last year, but said his phones were still ringing off the

hook with the introduction of Funky Purple. The company put up satellite

b-roll, FedExed 200 media kits, and sent the top 15 nationwide TV shows

blind taste tests to prove that purple didn't mean the new ketchup would

taste like grape jelly.

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