Communication strategy will be based on the “Censored Flavor” game
Heinz has announced the official launch of its curry ketchup. The condiment was chosen by consumers as their favorite flavor to enhance the brand’s flavored portfolio, which already includes pickle, bacon & caramelized onion, and spicy ketchups. The new product features a combination of herbs and spices, with an aromatic, intense, and spicy flavor. The flavored line is an important representative for the brand, since last year alone, 19% of Heinz ketchup sales came from these products.
The main objective of the new product is to increase consumption frequency while expanding the brand’s portfolio. “Since 2016, when we launched the first flavored ketchup, we have seen consumers trying and repurchasing different flavors, which enhance the flavor of dishes and provide an experience in each bite. Before, there was only one bottle of Heinz Ketchup in the refrigerator – the original. Now we see two, three, with different uses and new consumption occasions”, explains Cristina Monteiro, CMO of Kraft Heinz Brazil.
When launching a new flavor, the brand also faces challenges in communicating the expansion of its portfolio without compromising the quality of the product or the brand’s legacy. “The biggest challenge is to maintain Heinz’s DNA and heritage while expanding the range and transferring this concept of superiority to the entire product line. The biggest concern is not to lose consistency and at the same time ensure cultural relevance for our target audience,” says Cristina.
The communication strategy will be based on the “Censored Flavor” game, in which Heinz intends to say that even without reading what is written on the label, it is possible to discover the unmistakable flavor of the new flavor.
