Heinz is in talks with fish and chip shop owners in an attempt to introduce its Tomato Ketchup brand to their shop fascias, as part of a 31m global relaunch for the brand.
Brand design consultancy jones knowles ritchie has designed consistent labelling and bottles for the brand across all markets.
A new global TV advertising campaign, designed to appeal to a younger audience, has also been created by Leo Burnett in the US, and will break in the UK in September with a spend of more than 4m.
The campaign uses irony to reflect Heinz Ketchup’s “distinctive laconic, cool and confident personality” and features the slow pouring speed of the sauce.
In the UK, Heinz is hoping to run a promotion with fish and chip shop owners offering them vouchers when they purchase its sauce to put to the cost of a Heinz Tomato Ketchup branded shop fascia.