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Heinz Tomato Ketchup
Charisma Campaign

RAN IN: United States

CLIENT
H.J Heinz Company

AGENCY
Leo Burnett USA *Lead Agency


SUMMARY

The " Charisma" campaign was created to significantly increase Heinz Tomato Ketchup's brand share and drive volume growth in a low involvement category, and to re-establish Heinz' leadership position. The campaign gave life to a brand that had none by creating a distinctive, multi-dimensional personality. Despite a low budget, the campaign achieves a significant increase in consumer involvement and drove brand share to a record high.


Language: English