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Heinz Branding
and Marketing Strategy

Jung Ga-eul

The brand name of Heinz comes from Henry John Heinz.
Its intense, vivid red logo symbolizing tomato ketchup is
known around the world. Their brand has maintained its
global reputation by producing excellent quality products
based on their slogan, "Doing common things uncommonly
well." With the launch of Heinz Ketchup in 1876, Heinz
gained consumer confidence by making the ketchup bottle container transparent and expressed
confidence in the product by putting quality first. Heinz' brand identity began with an transparent,
octagonal1) glass bottle. Later, when realizing that it was difficult to use the remaining ketchup at the
bottom of the glass bottle, Heinz developed a plastic container that could be lightly squeezed in 1983.

Heinz has been researching and developing tomato seeds since 1939 and founded a non-profit
organization called Heinz Seed in 1992. Research on harvesting the best quality tomatoes for food has
been carried out since then, and they have supplied seeds that are resistant to disease to farmers in
more than 30 countries around the world. Heinz seeded tomatoes, the main ingredient of Heinz ketchup,
are given the grade “Fancy” (Grade A), the highest standard of quality given by the U.S. Department of
Agriculture (USDA). Every year, the company tests more than 300 kinds of tomatoes to find the tomatoes
most abundant in sugar and nectar2) and can check the history of each product by putting a code on every
Heinz bottle cap.

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1) octagonal 8변각형의
2) Nectar 꿀

34 MYEONG-SHIN GIRLS' HIGH SCHOOL