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Heinz plans to become ‘America’s favorite mustard’

BY Ryan Chavis

PITTSBURGH — Heinz on Thursday announced plans to launch a new, “better-tasting” yellow mustard at retailers across the country. To support the new product, the company plans to debut an advertising campaign, “Ketchup’s Got a New Mustard.” 
 
“Our Yellow Mustard launch is unprecedented for Heinz and for the mustard category,” said Eduardo Luz, president of Heinz North America. “Heinz is America’s Favorite Ketchup, and we’re aiming to become America’s favorite mustard, too. We want people to love their yellow mustard as much as they love our ketchup.”
 
Jessica Ryan, associate director of marketing for Heinz Brands, added that the campaign supporting the product is meant to change the way consumers think about yellow mustard.
 
“Our new campaign focuses on the idea that Heinz Ketchup has been with the wrong mustard for years, but finally found a mustard that lives up to its high standards of taste,” Ryan said. Both the commercial and digital videos can be viewed online.
 
Heinz Yellow Mustard is available in 8-, 14- and 20-oz upside-down squeeze bottles for a suggested retail price of $1.69.
 
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‘Share a Coke’ makes a return

BY Ryan Chavis

Source: ShareaCoke.com

ATLANTA — Coca-Cola on Tuesday announced that it would be bringing back its “Share a Coke” campaign beginning this week, thanks to popular demand. Twenty-ounce bottles of Coca-Cola, Diet Coke and Coke Zero will feature 1,000 of the most popular names in the country — four times the number of names featured in last year's wildly successful campaign.
 
For those consumers that can’t find their name, the company will deliver “Share a Coke” to consumers across the country. Coca-Cola will roll out an e-commerce site where consumers can both personalize and purchase 8-oz. “Share a Coke” bottles. 
 
“The return of ‘Share a Coke’ brings four times as many names, twice as many packaging options and countless more opportunities for people to connect over a Coke,” said Evan Holod, Coca-Cola brand director, Coca-Cola North America. “We took inspiration from our most loyal fans and created more opportunities for people to get involved, make ‘Share a Coke’ their own, and create new memories with an ice-cold, delicious Coca-Cola. Whether it’s celebrating a proposal, creating baby announcements or just enjoying time with a friend, Share a Coke can make those moments even more special.”
 
“Share a Coke” will also extend to the company’s freestyle fountain dispenser, which will give consumers a chance to try three limited-time mixes: “BFF,” “VIP” and “Legend.” 
 
The company will support the return of “Share a Coke” through a robust advertising and marketing campaign, which includes television commercials, cinema ads, social and digital engagements as well as experiential engagements across the country. Consumers who share their experience using the hashtag #ShareaCoke may even see their stories and photos shared on Coca-Cola billboards in their area.
 
“We can’t wait to see how fans share their amazing stories again this year – in real life and through social media. People invited Coca-Cola into their lives and took ownership of the campaign as a way of self-expression,” said Jennifer Healan, group director, Integrated Marketing Content, Coca-Cola North America. “Coca-Cola brings people together all around the country, and we can’t wait to see how Americans share a Coke again this summer.”

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TheStreet: Four challenges that Target’s new SVP, merchandising will likely have to tackle

BY Antoinette Alexander

MINNEAPOLIS — For Target, food accounts for more than 20% of its business and ties very closely with its focus on wellness. That’s why the retailer must be successful in its approach to food and, according to a report by TheStreet, there are four things that Target’s new SVP, merchandising must do immediately.

According to TheStreet, there are four key challenges that grocery veteran Anne Dament will likely have to tackle over the next 12 months as she works to reposition Target’s food business —

• Provide more organic food options;
• Offer more foods that cater to social occasions;
• Operate more like a grocery story, which includes enhancing its vegetable display; and
• Make the aisles easier to shop.

Click here to read the entire article.
 

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