Heinz rebrands ketchup with new label, advertising


Heinz North America today announced the gherkin pickle, which has been featured on Heinz Ketchup labels since the 1890s, is making way for a vine-ripened tomato and a tagline that clearly communicates that the tomatoes in Heinz Tomato Ketchup are ‘Grown not made.’ The tomato imagery on the new label emphasizes Heinz’s heritage as the world’s largest processed tomato company with a deep dedication to tomato quality from seed to bottle.

“The tomato is what makes Heinz Ketchup so extraordinary, and so with all due respect to the pickle, which has served Heinz dutifully since the 19th century, we are shifting the spotlight to the tomato,” said Heinz Chairman, President and CEO, William R. Johnson. “Heinz tomatoes, which we carefully nurture from seed to vine to bottle, make the perfect ketchup. The redesign of our label underscores this commitment and highlights the true hero of our iconic product, the tomato.”

Heinz Ketchup bottles featuring the new labels will begin arriving in stores throughout the first part of 2009 and will be available in restaurants later this year. The new label will be supported by the largest marketing campaign since the 1980s, including print and television advertising, which also emphasizes the Ketchup maker’s quality tomatoes.