Heinz picks jkr for global Ketchup task

Heinz has appointed design agency jones knowles ritchie to work on the global positioning of its 1.2bn ($2bn) Tomato Ketchup brand.

jkr will work alongside either TBWA Worldwide or Leo Burnett. The two agencies are both shortlisted for the 90m global Ketchup advertising account and due to make further presentations in the first week of October.

jkr will look at the famous Heinz keystone label and packaging for Tomato Ketchup. Managing director Nir Wegrzyn says: “We are trying to create a global icon.”

A Heinz spokesman says: “jkr will be looking at Heinz Tomato Ketchup and building on its strengths to maximise the product impact on shelf and increase recognition as a global brand.”

William Johnson, the new president and chief executive of Heinz, has selected Tomato Ketchup as the first brand for globalisation. His intention is to achieve a unified global brand strategy for Heinz’s eight core categories.

News Analysis, page 2

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here