Heinz is launching a limited-edition range of Tomato Ketchup bottles with labels featuring quirky quotes instead of its brand name.
It will be the first time the food giant has rolled out a product without a brand name, although bottles will retain the Heinz logo.
Sharon Ellis, category manager for Tomato Ketchup and hot condiments, says: “The brand has a strong personality, attitude and sense of humour – it deserves to speak for itself.”
The labels will appear on 1 million conventional 570g glass bottles and 700g plastic bottles, from the end of November. The 570g glass bottles will feature slogans “Best worn with food”, “Your sausages will thank you” and “Are your French fries lonely?”. Plastic 700g bottle labels will feature “A mate on your plate”, “Go on, you know you want some” and “Quiet please, tomatoes meeting inside”.
Heinz says the move is its latest drive to build up the sauces and condiments market.
Earlier this year, the company relaunched Salad Cream with a marketing spend of &£10m.
Ellis adds: “You don’t expect groceries to speak to you when you go shopping, so the new labels will make people stop and look twice.”