The ad strategy that Heinz has implied for this ad, would be the egotism appeal. A variety of pastas arranged in a creative fashion to resemble expensive accessories with some Heinz ketchup on it as the ‘diamonds’, completed with the tagline: ‘Ordinary things. Extraordinary good.’ This ad is trying to tell the audience that simple dishes can be tastier by just using simple ketchup sauce. You don’t need to buy expensive sauce, just to enhance the flavor of your food. Just like how some simple pastas with some Heinz ketchup can be arranged creatively to look like expensive jewelry in the ad. It’s just ketchup and pasta, but innovation of making it look like jewelry is what makes the ad a good one.
The objective of Heinz is to provide it’s customers high quality ketchup which is affordable, as the ketchups being manufactured by different companies nowadays might not use the best tomatoes or any other fresh ingredients. There are also companies which uses extra ingredients to improve the quality of their ketchup, which makes their ketchup much more expensive.
Heinz aims to target mostly housewives , cooks and people who work in restaurants, as they need to use fresh ketchup in order to enhance the flavors of their dishes. The brand possesses a confident tone for such an ordinary product, yet it does not come off as arrogant or it shames the other ketchup brands. The voice and tone of the brand can be described as ‘simple and straight to the point’ and 'confident but humble'.
Written by: Candice Chan Zishan
Written by: Candice Chan Zishan
I must say the idea to this advertisement is astonishing, however I notice a weakness with the visuals of the advertisement. Without reading Candice's explanation I may have not notice that the jewellery is actually made from pastas. It was not obvious enough for people to actually notice the pasta in the first glance. The visuals may ruin the entire purpose of the advertisement, but the tagline was really catchy and good. Loyal users may not be effected by this advertisement but potential users will definitely be attracted. Afterall, who don't like quality but economical price items? Thank you for showing us such a great advertisement, Candice.
ReplyDeleteI didn't realise that the jewellery is made by pasta and tomato sauce until I read the blog post. So if consumers don't read it and see the picture more detailed, they won't catch why the jewellery is connected to the sauce. But, luckily the tagline clearly stated what message that Heinz want to convey even though the customer don't know the jewellery is made by the past and sauce.
ReplyDeleteAt first i was like, "is that a chili in the jewelry?" and "why chilies?". But after you explained more about the ads, i feel impressed and amazed at the same time on how the agency could came with this ad. The copy gave a lot of explanation and it could be memorable for some customers. However, some customers won't get it until they read the headline. But overall, for me, the ad is impressive and interesting in the same time.
ReplyDeleteThe advisement seems like Jewelry advisement. There is no indication of tomato ketchup or anything related to food. The tagline is rigid for consumers to understand. But instead, they should made something like " finger licking good ". How so ever, Heinz has their own brand conscious customers so it might not affect their marketing. If this was ever to be a new up coming brand, such marketing strategy will bring a negative impact.
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