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