HEINZ KETCHUP DEVELOPS AN ATTITUDE
By Adnews Staff
Heinz Canada of Toronto is launching a new television campaign called "Heinz Ketchup with Attitude". The television campaign, developed by the global team at Leo Burnett Company Ltd., marks the beginning a new global marketing strategy for the brand. Leo Burnett Toronto won the Heinz Ketchup business in November 1998 as part of a global pitch. Two different spots from the creative will begin airing this week. Each commercial focuses on a characteristic of the product such as "Heinz not coming out of the bottle until it is ready" or "Heinz smothering french fries until they cannot breathe". Additional spots will be aired later this year. The new campaign targets teenagers. Leo Burnett's global team developed the new strategy for the brand with the creative being developed by the Chicago office. Leo Burnett Canada has offices in Toronto and Montreal.